INFLUENCE OF TELEVISION COMMERCIALS ON UNDERGRADUATES OF MADONNA UNIVERSITY PURCHASING BEHAVIOUR OF INDOMIE NOODLES

Chike Walter Duru (PhD)

Abstract


The aim of this study is to understand the influence of television commercials on undergraduates of Madonna University’s (Okija Campus) purchasing behavior of Indomie noodles. The information television carries are intended to persuade or influence people’s purchasing behavior. Advertising has leading impact on viewers mind, as its exposure is much more felt from the problems emanating from the study of this work. Four research questions were drawn. The Psychodynamic theory was used as the base for the study. The Survey method is used, with questionnaire and personal interview as research instruments. The research population covered undergraduate students at Madonna University, Okija Campus. The study has a sample size of 280 respondents. It was statistically determined, and the result of the data analyzed. The findings show that Indomie television commercials positively influence the purchasing behavior of Madonna University undergraduate students of Okija Campus. It is recommended that integrity and truth should guide the advertising practice and profession.


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