Impact of advertising on consumers buying behaviour (case study of Deunited industries ltd – makers of Indomie noodles)

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Abstract

Impact of advertising on consumers buying behaviour (case study of Deunited industries ltd – makers of Indomie noodles). This is a research work carried out to examine the impact of advertising on consumers’ buying behavior with particular reference to De-united Foods Industries Ltd, makers of Indomie noodles. Data for the research were collected through primary and secondary sources. The collected data were analyzed in tables and simple percentages, while the hypotheses were tested using the chi-square technique. Given three hypotheses as stated in chapter one, these hypotheses were tested critically in chapter four to reveal the authenticity of responses by the respondents to the research questions. In the final analysis, attempts were made to bring to summary the tested research hypotheses, which proved that: Advertising has improved consumer preference for Indomie noodles over other noodles, there has been a significant increase in sales of Indomie noodles as a result of advertising and  De-united Foods Industries Limited has been able to overcome competitors through advertising.