This study is aimed at given insight into the effects of television advertisement on the buying habit peak milk consumers. It is a research survey based on a sample size of 500 Enugu state Dwellers.

Careful empirical studies have show that advertising actually influence peoples choice on their consumption of some goods and services as well as their buying habits especially peak milk in can and sachets, more over this study will guide the producers and advertiser to understand the best techniques to reach their prospective consumers.

Chapter one of this study unfolds the definition of advertising and effect on the buying habits of consumers with relation to a particular medium or television. This study revealed viewers attitude and consider television effectiveness or failure in realizing its set objectives.

TABLE OF CONTENTS

Title page - - - - - - - - i

Approval page - - - - - - - - ii

Dedication - - -- - - - - - iii

Acknowledgement - - - - - - - iv

Abstract - - - - - - - - - v

Table of contents - - - - - - - vi

CHAPTER ONE

Introduction - - - - - - - 1

1.1 Background of the study - - - - 1

1.2 Statement of the problem - - - - 5

1.3 Objective of the study - - - - - 6

1.4 Significance of the study - - - - - 8

1.5 Research questions - - - - - - 9

1.6 Research hypothesis - - - - - 10

1.7 Theoretical framework -- - - - - 10

1.8 Scope of the study - - - - - - 11

1.9 Limitation of the study - - - - - 12

1.10 Conceptual and operational definition - - 12

References - - - - - - - 14

CHAPTER TWO

Literature review - - - - - - 15

2.1 Introduction - - - - - - - 15

2.2 Advertising effects on the psychological determination of buying habits - - - - - - 21

References - - - - - - - 28

CHAPTER THREE

3.1 Research Methodology - -- - - - 29

3.2 Research Design/population of the study - 29

3.3 Sample and sampling techniques - - - - 31

3.4 Measuring instrument - - - - - 33

3.5 Data collection - - - - - - 35

3.6 Method of Data Analysis - - - - - 35

3.7 Expected Result - - - - - - 36

References - - - - - - - 37

CHAPTER FOUR

4.1 Data Analysis - - - - - - - 38

4.2 Results - - - - - - - - 46

Discussion - - - - - - - 47

References - - - - - - - 50

CHAPTER FIVE

Summary, Conclusion and Recommendation - - 51

5.1 Summary - - - - - - 51

5.2 Conclusion - - - - - - - 52

5.3 Recommendations - - - - - - 54

Bibliography - - - - - - - 55

Appendix - - - - - - - - 59

Questionnaire - - - - - - - 60

CHAPTER ONE

INTRODUCATION

1.1 BACK GROUND OF THE STUDY.

Advertising is defined as both personal and non personal communication of information usually paid for and it is usually persuasive in nature, about a products, services, announcement or ideas by identified sponsored through various media.

Adverting is a market took that serves several functions, it identities and differentiated them from others, it also communicates information about the products and induces trail of new product by new users and suggest repurchasing by existing users to increase product use. It also builds brand reference and loyalty etc.

According to history, the advertising began in the early times when most people could not read and write, the nature of advertising changes from time to time since it origination, perhaps as 400 Bc, until the invention of printing press in about 1436. since then its role has been significantly altered at least twice. One in response to the industrial and once with the annual of affluent society.

The past world war 11 era has been marked by growth and television adverts, incense differentiate products through strategies or other techniques.

With television you can communicate in both sight and sounds usually in bonus of movement. This U= is what makes television so powerful in our particular area that of demonstration.

With the coming of commercial television in 1955, we have for the first time iii Britain the ability to go right into television adverts

The effects of this television adverts on the baying habits of consumers is the paramount important to this research. Hence television is an effective way of bringing message to consumers, because of its characteristics way of combining pictures and sound.

They tends to see, hear and commenced if not wholly but partly towards a particular adverts, such that will convince the target audience, the advertiser must understood the complexity of human behaviour and the verity of effects on bahaviour.

As advertisers become aware of behavioral characteristics, they can use those characteristics features to defined new markets and developed advertising campaign for those markets.

Consumers behaviour is affected by those internal individual influences, include the consumer perception of the world and learn the habits they have developed, external individual influences include the consumers family social structure and culture.

They way those influencing factors integrated within the consumer determines how that consumer will behave, his reaction towards a particular adverts. The incitation of an instance of modern times advertising, it can be said that adverts or practice of adverts is as old as man.

One can assume that the first adverts on earth surface is between the serpents, eve and Adam her husband, because Adam and Eve were first victims of the overwhelming power of advertisement in Europe.

The oldest method of advertisement used by the early craft man was town crying and signs.

In addition advertising has helped or has been useful to industries (manufactures) by the way it helps them to advertise their products, it features and area of location and sales. They build brand preference and loyalty.

Television adverts has been used to battle against competitors by introducing distinctive contour design. Eg peak milk used slogan such as its peak, rich and and creamy contains 28 vitamin minerals and “instant full cream powered milk. All these has been used to promote sales of peak milk and which have made people to prefer peak milk to other brand. Eg three crowns and cowbell. The handy packed sachet peak is now in the market selling more than any other brand of milk.

In conclusion advertisement must attract attention, stimulates, interest, create desire, inspire conviction and influence action. The tool to answer the realization of these objectives.