PRODUCT ADVERTISEMENT PRATICES AND CONSUMER BUYING BEHAVIOUR OF MANUFACTURING FIRMS IN PORT HARCOURT.

Abstract

Product advertisement practice and consumer buying behavior of manufacturing firms in Port-Harcourt. This identifies advertisement as a way of communications to encourage an audience for making purchased decisions about a product or service and conveying information to consumers. The buying behavior of the study is to identify the determinants of consumer buying behavior of the manufacturing firms as patronized by the consumers. The research method was to analyze data and testing of hypothesis was simple percentage and chi-squares statistical analysis, to determine the relationship. The result shows that there is significant positive relationship between facility and habitual buying behavior and there is a significant relationship between social imaging and habitual buying behavior. We therefore, recommend amongst others that customers should be familiar with the product to enable them develop a habit in buying such product and that social imaging should be improved to enable that the customers concentrate on there product which will bring about habitual buying of the customers.