THE INFLUENCE OF OVER-THE-COUNTER TELEVISION ADVERTISEMENT ON CUSTOMER PURCHASING HABITS IN LAGOS METROPOLIS

Abstract

Television commercials are well-known for using persuasion tactics on customers' purchasing desires. The study was on the influence of Over-the-counter Drug television advertisements on customer purchasing habits in Lagos metropolis. It started with general introduction to the research, statement of the problem and purpose of the study. This was followed by comprehensive literature review and the theoretical framework. The theory used in the research is the consumer behaviour theory. The researcher made use of the survey design and Focus group discussion to gather necessary information .The population was 313333 and the sample size was 400 according to Taro Yamane online calculator. The Simple random sampling and purposive sampling was used to gather information, the researcher applied self-administered questionnaire to obtain primary data. The study's findings demonstrate that majority of responders and discussants can understand the specifics of the advertisement. Finally some findings, limitations, recommendations, conclusions and suggestions were written in this paper.