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THE IMPACT OF ADVERTISING ON CONSUMER PATRONAGE

THE IMPACT OF ADVERTISING ON CONSUMER PATRONAGE

TABLE OF CONTENTS
Title page
Declaration
Approval page
Dedication
Acknowledgement
Abstract
Table of Contents

CHAPTER ONE
INTRODUCTION 1
1.1 Background of the study 3
1.2 Statement of problem 5
1.3 Purpose of the study 6
1.4 Significance of the study 7
1.5 Assumption of the study 8
1.6 Research questions 9
1.7 Hypotheses 10
1.8 Definition of terms 11
CHAPTER TWO
2.0 Literature Review  13
2.1 A Brief introduction  13
2.2 Review of current literature 13
2.3 Summary of literature review 32
CHAPTER THREE
METHODOLOGY
3.0 Brief Outline of the chapter 33
3.1 Design of the study 34
3.2 Area of the study 34
3.3 Population of the study 35
3.4 Sample of the study 35
3.5 Instrument for data collection 36
3.6 Validation of the instrument 37
3.7 Distribution and retrieval of the instrument  37
3.8 Method of data analysis 38
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS 39
4.0 Brief Introduction of the chapter  39
4.1 Presentation and interpretation of data according to research questions and
hypothesis  40
4.2Findings60
4.3 Discussion of findings  61
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation 76
5.1 Summary of findings 76
5.2 Conclusion 77
5.3 Recommendations 78
5.4 Limitations of the study 79
5.5 Suggestion for further research 79
References  81
Appendix A 83
Appendix B 84
Questionnaire  85

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