TABLE OF CONTENTS

Title Page  - i

Approval Page - ii

Dedication - iii

Acknowledgements - iv

Table of Contents - v

CHAPTER ONE: GENERAL INTRODUCTION

1.1 Background to the Study - 1-4

1.2 Statement of Research Problem - 4-6

1.3 Objectives of the Research - 7

1.4 Research Hypotheses - 7

1.5 Scope and Limitations of the Study - 8

1.6 Significance of the Study - 8-9

1.7 Schemes of Chapter  - 10-11

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction -  12-13

2.2 Concepts of Advertising - 13-15

2.3 Reasons for Advertising - 16-17

2.4 Role of Advertising - 18

2.5 Types of Advertising - 18-20

2.6 Advertising Industry - 21-23

2.7 Advertising Media - 24-30

2.8 Concept on Consumer Behaviour - 30-31

2.9 Theories of Consumer Buying Behaviour - 31-34

2.10 Model of Consumer Decision Making Process - 34-37

2.11 Advertising and Consumer Behaviour – A Theoretical Explanation - 37-42

2.12 Effects of Advertisement on Consumer Behaviour - 42-44

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Introduction - 45

3.2 Population and Sample of the Study - 45-46

3.3 Sources and Method of Data Collection - 46-47

3.4 Method of Data Analysis - 48

3.5 Hypotheses Testing Method - 48-51

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Introduction - 52

4.2 Data Presentation and Analysis - 52-66

4.3 Test of Hypotheses - 67-71

CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.1 Summary - 72-77

5.2 Findings and Conclusion - 77-79

5.3 Recommendations - 79-81

Bibliography - 82-84