ABSTRACT

The title of the project work is “The Impact of Advertising on Consumers Buying Behaviour”. A case study of Dangote Plc, Kaduna. The aims and objectives of this project work are to find out what advertisement is all about, analyze the effects that advertising has on consumer buying behaviour, determine the extend to which advertisement can actually affect the buying of consumer also to determine whether advertisement can achieve product awareness in the minds of consumers. In order to achieve this, the researcher employed survey and descriptive method, collect the relevant data. After the data have been collected and analyzed it was found that advertising as promotional tool has a positive and direct impact ton consumer buying behaviour. In view of the above, it was recommended that the company should continued advertising her product since it induces consumers behaviours towards a product thereby increasing sales volume to the company of Dangote Plc, Kaduna.