THE IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOR ( A CASE STUDY OF DANGOTE GROUP OF COMPANIES, KADUNA)
Concept of Advertising
The modern dictionary definition of advertising does not tell us much about modern activities of advertising.
Generally speaking, according to Joyce M. Hawkins who compile the Oxford Dictionary (1995) reprinting explained that advertising simply means to make known, to public, to inform, to attempt or persuade. The dictionary limit the functions of the advertisement to that of the town crier who simply delivers the messages and has absolutely no concern about the meaning of the messages. Both advertising executives are not modern day town criers, they are salesmen or sales force through printed and recorded media.
Concepts of Consumer Behaviour
Irwin M. H. (2001) consumer behaviour and building marketing strategy defines consumer’s behaviour as “the study of individuals, groups or organizations and the processes they use to select, secure, used and dispose of product, services or ideas to satisfy needs and the impact that these processes have on the consumer behaviour and the society. This is a broader-view of consumer behaviour that is the traditional one which focus much more on the buyer and the antecedents and consequences of the purchasing processes. This view will lead us to examine indirect influences and consumption decision as well as consequences that involved more than the purchaser and the seller. To recognize the marketing practice, successful marketing firms required extensive information and consumer’s behaviour.
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