The impact of television advertising as a critical element in influencing consumer choice in relation to perception of MTN and Globacom adverts among Unizik students

Description

Abstract

The impact of television advertising as a critical element in influencing consumer choice in relation to perception of MTN and Globacom adverts among Unizik students. This research work will be carried out to ascertain the impact of television advertising as a critical element in influencing consumer choice in relation to perception of MTN and Globacom adverts among Unizik students. The students (subscribers) of each network will be allowed to make their responses in their choice of network. In examining this work effectively, the area of the study was Awka campus of Nnamdi Azikiwe University in Anambra State. The population of the study was the entire students across the eight faculties of the Awka Campus of the institution. The sample of the study was 200 respondents (students who are subscribers of MTN and Globacom network) from four randomly selected faculties. The respondents are made up of 100 subscribers of MTN and 100 subscribers of Globacom. The research design for this work was the survey method while the instrument for data collection were questionnaires and personal interviews after carefully conducting pilot testing and validated consultation with the supervisor of this work. The methodology for data analysis is quantitative using descriptive statistical techniques such as frequency count and percentage for the questionnaire and research question.