• Login
    View Item 
    •   UNZA Repository Home
    • Theses and Dissertations
    • Institute of Distance Education
    • View Item
    •   UNZA Repository Home
    • Theses and Dissertations
    • Institute of Distance Education
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    The effect of product advertising on consumer buying behavior: the case of medical students at Copperbelt university.

    Thumbnail
    View/Open
    Dissertation - Amina Banda.pdf (697.7Kb)
    Date
    2022-06-11
    Author
    Banda, Amina
    Type
    Thesis
    Language
    en
    Metadata
    Show full item record

    Abstract
    The research study aimed at establishing the effect of product advertising on consumer buying behavior by focusing on medical students at Copperbelt University School of medicine. The research study sought to determine whether the statement that advertising affects consumer buying behavior for medical students is true or not. The research study was conducted at the Copperbelt University School of Medicine, Ndola District, Copperbelt Province, Zambia. Primary and secondary data were collected. Primary data collection methods were carried out by the use of a questionnaire as a research instrument. Secondary data was collected by the perusing of various documents. The research study took the case study research design and where the sample comprised of one hundred and fifty respondents. A pilot study was conducted to ascertain if the questionnaire was giving the desired results. Findings of the research study revealed that Product Advertising has no effect on consumer buying behavior for medical students at Copperbelt University. Though advertising may play a significant role in affecting consumers buying behavior by providing awareness, Interest, Desire, and Action, advertising failed to have an effect the buying behavior. The intervening variables affected the dependent variable to the effect that it affected the outcome of the research study. Despite advertising providing medical students with awareness, interest, and desire, it is evident that medical students failed to purchase the product confirming that Product Advertising does not positively affect consumer buying behavior. The null hypothesis was accepted as the confidence levels of five per cent were not attained.
    URI
    http://dspace.unza.zm/handle/123456789/7425
    Sponsorship
    The University of Zambia
    Publisher
    The University of Zambia
    Subject
    Marketing.
    Customer relations-Management.
    Advertising--Economic aspects.
    Advertising and consumer behavior.
    Consumer behavior.
    Description
    Thesis
    Collections
    • Institute of Distance Education [229]

    DSpace software copyright © 2002-2016  DuraSpace
    UNZA homepage | UNZA Library | Contact Us | Send Feedback
    Theme by 
    Atmire NV
     

     

    Browse

    All of UNZA RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2016  DuraSpace
    UNZA homepage | UNZA Library | Contact Us | Send Feedback
    Theme by 
    Atmire NV