Select Currency
Translate this page


Format: MS WORD  |  Chapter: 1-5  |  Pages: 69  |  1411 Users found this project useful  |  Price NGN3,000






Background of the study

Consumer Behaviour in a general sense can be considered to be everything, as every aspect of our lives revolves around the consumption of goods and services. The field of consumer behaviour covers a wide stretch of bases as it focuses on the entire consumption process, involving issues that influence a consumer before, after and during a purchase. Almost all behaviours that people participate in are in one way or another linked to consumption. Whether it be travelling, shopping, or watching television, individuals are directly or indirectly engaging in consumer behaviour. It can be defined as the processes involved when individuals select, purchase and use products or services to fulfil their needs and desires. In order to compress the broad subject into a more specified field, a division of consumer behavior was selected in accordance with an area of interest which is consumer psychology. Consumer psychology deals with the way individuals or groups are involved with consumer activities and the effect it has on them personally. It is quite difficult to comprehend consumer psychology without having an understanding of the ways individual’s process information and make decisions. Extensive research of consumer psychology highlighted the underlying aspects of individuals that make up consumer engagement. This study combines psychological theories and marketing strategies to bring together the main ideas of consumer psychology. The fundamental elements accentuated in the theoretical framework are: Internal influences, which consists of perception, attention and interpretation. These topics cover an imperative role in explaining the dimensions of the perceptual process and the effect of marketing stimulus. Motivation, Personality and Emotions is the second topic that presents a psychological perspective on the motivation process, an insight into differences in consumer personality and the effect of emotions. The final subject provides a thorough outlook on attitudes by examining their formation, functional theories and change strategies involved with the Affective, Behavioural and Cognitive (ABC) model. The aim of my thesis is to outline the core elements of consumer psychology in order to better understand this interdisciplinary subject and attempt to provide an insight into the ways marketers can influence consumer decisions. Advertising is almost everywhere in our daily life. Its forms and roles are both contested and admired. Some see advertising both as the mirror and the maker of culture. Even when advertisements contribute new sounds and the symbols that shape feature, its words and images reflect the present and the past. Others say advertising is purely an economic activity with one purpose i.e., to sell. Many advertisers and agencies believe that advertising creates “magic in the market place” (Russell & Lane, 1996). It is evident from definitions of advertisement that with the change in times there have been changes in the way advertising is perceived. However, in spite of all these changes advertising has always been a very strong institution, which has continued to influence our lives since the beginning of time (Wright, Warner & Winter 1971; Wells, Burnett & Moriarty 1995; Jugneheimer & White, 1980). So advertising is a way of gaining sales effectiveness and of keeping selling expenses low. Advertiser wants to be certain that he, his store, and his product are identified in the advertisement and he is gaining benefit from it, even when he cannot be there to deliver the massage in person. And also because the advertisement must be carried by newspapers or magazines or television or radio or billboards, or by some other mass medium. The advertiser must pay the owner of those media for the space or time he used for the advertisement. (Jugneheimer & White, 1980) Advertisement has changed its form from town criers of medieval time to the internet and electronic advertisement of 20th century (David, 2001). The technique based on “hierarchy of effects” suggests that there are casual relationship between changes in person’s attitude about a product and person’s attitude to buy that product . The models of advertising suggest that to be effective, any piece of persuasive communication must carry its audience through a series of stages, each stage being dependent on the success on previous stage (Wilmshurst, 1985; Lavidge & Steiner, 1961; Leckenby, 1976; Colley, 1961). The theoretical formulations of the advertising, process into four groupings. These four theoretical divisions are the pressure-response theories, the active learning theories; the low-involvement theories; and the dissonance reduction theories (Tellis, 2004; Fine, 1992; Krugman, 1965; as cited in Nazir, 2001 ). Advertising is complex because many different advertisers try to reach many different types of audiences and many types of consumers. That’s why there are many types of advertising too, so that all types of consumers can be addressed. There is not just one kind of advertising; in fact, advertising is a large and varied industry and all types of advertising demand the creative, original messages that are strategically sound and well carry out (Wells et al., 1995). Researchers are agreed on these six fundamental principles on which advertising campaign run: to scure attention; to arose interest; to develop and sustain that interest; to create desire; to incite action and to create good will (Shahid, 1999). After choosing an appropriate strategy and deciding upon the advertising objectives, media selection is the next important consideration. Media is the vehicle that is used for the delivery of the message. Some important tools of advertisement are newspapers, magazines, radio, television, direct mail and mail order, out door display and transportation (Wells, Burnett & Moriarty, 2000). As it become clear from above literature that all the efforts to make an advertisement so effective and persuasive in nature works on a sole motto to met the consumer psyche in a positive manner. Every human community develops a system by which it provides and distributes goods and services. In today’s advanced societies as the development goes on this system becomes very complex because of wide range of available goods. To understand this system fully what is required is the study of a person’s entire lifetime experiences since the consumption of economic goods because it prevails almost every activity in which humans are involved. From this point of view, consumer behavior appears to be subsets of human behavior for the factors, which affect individuals in their daily lives, also influence their purchase activities. Internal influences, such as social class, society, family, reference group, opinion leaders and culture also affects us in our roles as consumer (Loudon & Bitta, 1994; Foxall & Goldsmith, 1994; Ralphs, 1993). Wilkie (1994) defined consumer behavior as “the mental, emotional, and physical activities that people engage in when selecting, purchasing, using, and disposing of products and services so as to satisfy needs and desires”.


Not What You Are Looking For?

For Quick Help Chat with Us Now!

+234 814 010 7220

+233 54 135 1187

Here's what our amazing customers are saying

Emmanuel Essential
Kogi state University
I actually took the risk,you know first time stuff But i was suprised i received as requested. I love you guys 🌟 🌟 🌟 🌟
Very Good
Azeez Abiodun
Moshood Abiola polytechnic
I actually googled and saw about iproject master, copied the number and contacted them through WhatsApp to ask for the availability of the material and to my luck they have it. So there was a delay with the project due to the covid19 pandemic. I was really scared before making the payment cause I’ve been scammed twice, they attended so well to me and that made me trust the process and made the payment and provided them with proof, I got my material in less than 10minutes
Very Good
Gbadamosi Solomon Oluwabunmi
Swift delivery within 9 minutes of payment. Thank you project master
Ajayi Crowther University, Oyo
I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!
Ahmadu Bello University
I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!
Temitayo Ayodele
Obafemi Awolowo University
My friend told me about iprojectmaster website, I doubted her until I saw her download her full project instantly, I tried mine too and got it instantly, right now, am telling everyone in my school about, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work
Very Good
Stancy M
Abia State University, Uturu
I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much iprojectmaster, infact, I owe my graduating well today to you guys...
Ibrahim Muhammad Muhammad
Usmanu danfodiyo university, sokoto
It's a site that give researcher student's to gain access work,easier,affordable and understandable. I appreciate the iproject master teams for making my project work fast and available .I will surely,recommend this site to my friends.thanks a lot..!
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Joseph M. Yohanna
Thanks a lot, am really grateful and will surely tell my friends about your website.


  • Select 3 Project Topics of your choice from your Department.
  • Submit the 3 topics to your Supervisor for Approval.
  • Call Our Instant Help Desk on +234 814 010 7220 and Get Your Complete Project Material Instantly.
  • All project materials on this website are well researched by professionals with high level of professionalism.


How do i choose a Project Topic?

Look for your department and select any topic of your choice

I have a fresh topic that is not on your website. How do I go about it?

How fast can i get a complete project from your website?

Within 15 minutes if the exact project topic is on our website

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

One of your topics suites my project, but the case study is different. What do i do?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

How do i get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 814 010 7220 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 814 010 7220

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!