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Consumers perception of advertising messages and their influence on product preferences in banks
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This study on “Consumers perception of advertising messages and its influence on their product preferences in banks: An appraisal of three selected bank products” was designed to investigate the extent to which advertising influences consumers purchase decision on a particular bank product. To carry out this research, three bank products, cheque, bill, and draft were used. It was also carried out to know the extent to which the consumption of the various products are being influenced by their advertisement. To achieve the above objectives therefore, the researcher gathered information from two principal sources–secondary and primary data source. Questionnaires interview and observation techniques were the major methods used to source primary data. These data were then analyzed and presented on tables for easy understanding.