No.1 Mass Communication Research Topics and Materials

INFLUENCE OF LUSH HAIR TELEVISION ADVERTISEMENT ON THE BUYING HABIT AMONG FEMALE STUDENTS

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Abstract

The study investigated influence of lush hair television advertisement on the buying habit among female students University of Lagos. The research was anchored on Shifting Loyalties Theory. The study used a survey research method while questionnaire was used as data collection instrument of which 390 copies of questionnaire were administered to 390 female students of University of Lagos. The data collected were analyzed using descriptive statistics (frequency and percentage method with the aid of tables. Findings of the study showed that respondents’ larger percentage of the respondents (50%) do expose to television advertisement to a high extent. Hence, substantial number of the respondents (75%) often exposed to television advertisement. It is obvious that majority of the respondents (50%) agreed that television advertisement averagely influence their Lush Hair buying habit. Substantial number of the respondents (66.7%) television advertisement of Lush Hair had caused them to shift to Lush Hair brand from their respective brands. Also, the significant number of the respondents (58.3%), that they were using Xpression Hair before. The study recommended that media organizations should further encourage the use of technological gadget in the likes of smartphones, so as to be technologically abreast in this information and communication technology world while symposium and seminar should be organized to further intimate journalists on the optimum use of the smartphone to get the best of journalism.

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