IMPACT OF FAKE ADVERTISING, MISLEADING INFORMATION OR DECEPTIVE ADVERTISING ON CUSTOMER PURCHASING INTENTION IN NIGERIA

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IMPACT OF FAKE ADVERTISING, MISLEADING INFORMATION OR DECEPTIVE ADVERTISING ON CUSTOMER PURCHASING INTENTION IN NIGERIA

Abstract 

This paper aims to study the effect of Unethical advertising, misleading information or deception and stereotyping advertising impact on Customer purchase intention in Nigeria. Based on variables, the authors tried to identify the effects of each variable to customer satisfaction. Data were collected through field research (questionnaire) among 600 Respondent who have their own different levels and fields like, Employee, students, and common people from twin city Lagos & Uyo. The results shows that unethical Advertising or misleading information and stereotyping advertising are negatively linked with customer buying behaviour or purchase intention, while word of mouth is also negatively associated with customer satisfaction. Limitations relate to the use of a non-probability sample and the restricted geographical area of the field research. There had a time constraint which could restrict many aspects of research for further elaboration

TABLE OF CONTENT

CHAPTER ONE  

1.0        Introduction

1.1        Background to the study

1.2        Statement of problem

1.3        Purpose of the study

1.4        Research Questions

1.5        Significance of the study

1.6        Scope/Delimitation of the study

1.7        Limitation to the study

1.8        Definition of terms

CHAPTER TWO 

2.0        Literature Review

CHAPTER THREE        

3.0        Methodology

3.1      Research Design

3.2      Population of study

3.3      Sample and sampling techniques

3.4      Research instrument

3.5      Validity of the instrument

3.6      Administration of the instrument

3.7      Method of data analysis

CHAPTER FOUR        

4.0        Data Analysis and Interpretation

4.1        Presentation of Data

4.2        Analysis of data

CHAPTER FIVE

5.0        Summary, Conclusion and Recommendations

5.1        Summary

5.2        Conclusion

5.3        Recommendation

REFERENCES      

QUESTIONNAIRES

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