CHAPTER ONE

1.0 INTRODUCTION 

1.1 BACKGROUND OF THE STUDY

Advertising is used to reach a wide market to induce consumer behaviours. However, advertising consist of non-personal form of communication conducted through paid media under clear sponsorship. Also advertising can be said to consist of all paid activities in presenting openly sponsored message regarding a product service. All the above aim at making impact on consumer habits.Consumer’s habits about anything object is based upon what the things are related to the feeling of satisfaction. The techniques to include change in another person behaviour includes: the characteristics of the communicator may influence how much change occurs. They way in which message in presented may make difference example whether the message is poorly organized or not some situation variable may help to increase like the supporting audience surrounding the target.1.2 STATEMENT OF THE PROBLEMThe problem facing advertising includes the following:• It is expensive activity: The creation of awareness through a good mass media or other channels of communication consume a lot of finance to the person involved or company embarking on such awareness.• It is a difficult action: To reach a wide number of consumers involved in our environment. This also takes patience by the company of owner of a product because the audience may not respond immediately. The awareness should also be done through many media for conception for the audience.

1.3 STATEMENT OF OBJECTIVEThe objective of the study is to make a detailed analysis of the impact of advertising has no consumers buying habit in Owerri Urban. How effective and efficient does advertising have impact on the consumer? What are the types of advertising? How does consumer behave? What are the effect of advertising on the society and economy?1.4 SCOPE OF THE STUDY This work covers the methods employed by many companies in promoting and advertising good and services to the public with reference to the study of consumer buying habit in Owerri Urban.

1.5 RESEARCH OF THE QUESTIONi. How do you see advertising function in the organization?ii. What method do you employ in studying consumers buying habit in our society?iii. Is advertising an important feature?iv. Is marketing department in charge of promoting finish product?v. How do they promote finish product?vi. Does marketing department have adequate number of staff to carry out marketing activities?vii. who is responsible for the over all decision to market product?

1.6 IMPORTANCE OF THE STUDYThe need for this study is to analyze the impact of advertising on consumers buying habit in owerri urban.It is to serve as reference to students and business companies. It aimed at taking the various ways of improving the effective and efficient of advertising to the consumer.1.7 LIMITATIONS OF THE STUDY A number of limitations were encountered on the process of writing this project such as:Communication barriers: This was one of the factors that affected this study. Most of the time, the behaviour of consumers change due to inadequate of communication about a particular product. The time allocated for the writing of this project was short and there is test and examination coming.This affected the effort of the researcher in carrying out the depth study. Another problem is the issue of high cost of transportation to go from one place to another in Imo State to study the consumer’s habit in buying. This did not allow the researcher to reach or search for more information about the consumer’s habit in Owerri Urban.

SHORTAGE OF LIBRARY FACILITIESThere are most inadequate text books in the school library to enhance this study. The attitude of the management against dissenting and giving vital information to the research affected the study for security reasons as they said they could not give all information needed by the researcher.