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THE DIGITAL AND PRINT ADVERTISING STRATEGIES AND PATRONAGE OF CONSUMER GOODS AMONG BUSINESS EDUCATION UNDERGRADUATES IN TERTIARY INSTITUTIONS
ABSTRACT
This research project aims to examine the influence of digital and print advertising strategies on the patronage of consumer goods among business education undergraduates in tertiary institutions. With the rise of digital media and its impact on advertising practices, understanding the effectiveness of different advertising strategies is crucial for businesses targeting the student market. This study seeks to explore the preferences and responses of business education undergraduates towards digital and print advertising, evaluate the impact of these strategies on their patronage behavior, and provide insights for businesses and marketers on effective advertising approaches to engage this target audience.
A mixed-methods research design will be employed, utilizing surveys, interviews, and focus group discussions to collect data from business education undergraduates in tertiary institutions. The research objectives include examining the preferences and responses of students towards digital and print advertising, evaluating the impact of these strategies on their patronage behavior, and providing insights for businesses and marketers on effective advertising approaches.
The findings of this research project will contribute to the existing body of knowledge by providing insights into the influence of digital and print advertising strategies on the patronage of consumer goods among business education undergraduates. The research will explore students’ preferences and responses towards digital and print advertising, including their attitudes, perceptions, and engagement levels. It will evaluate the impact of these advertising strategies on their patronage behavior, such as purchase decisions, brand loyalty, and word-of-mouth recommendations. Additionally, the study will provide insights for businesses and marketers on effective advertising approaches to engage business education undergraduates, including considerations for content, format, targeting, and media selection.
The implications of this research extend to businesses, marketers, and advertisers targeting the student market. The findings will provide businesses with insights into the preferences and responses of business education undergraduates towards digital and print advertising, enabling them to develop effective advertising strategies to engage this target audience. Marketers and advertisers can utilize the research findings to refine their approaches, ensuring that their advertising efforts resonate with business education undergraduates and drive desired patronage behavior. Additionally, the research findings can inform curriculum development in business education programs, incorporating relevant topics on advertising and consumer behavior to equip students with knowledge and skills in this area.
THE DIGITAL AND PRINT ADVERTISING STRATEGIES AND PATRONAGE OF CONSUMER GOODS AMONG BUSINESS EDUCATION UNDERGRADUATES IN TERTIARY INSTITUTIONS, GET MORE PHD DISSERTATION BUSINESS EDUCATION MATERIALS HERE.
