INFLUENCE OF ADVERTISING ON CONSUMER PURCHASE DECISION OF SPORT BETTING: A CASE STUDY OF STUDENTS IN NAKURU TOWN UNIVERSITY CAMPUSES, KENYA

Authors

  • Emmanuel Kipchirchir Ng’etich Scholarly Research Institute Author
  • Daniel Onwonga Auka Scholarly Research Institute Author

Abstract

The main objective of the study was to determine the influence of advertising on consumer purchase decision of sport betting among students in university campuses in Nakuru town. A sample of 367 students was selected to assess the influence of various elements of advertising on consumer purchase decision. Regression analysis was used to test the hypotheses. The study revealed a significant relationship between advertising and consumer purchase decision and can be effectively used by marketers to influence consumers to buy their product/services.

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Published

2019-06-15

Issue

Vol. 3 No. 2 (2019): Vol. 3 No. 2 (2019)

Section

Articles

How to Cite

Ng’etich, E. K., & Auka, D. O. (2019). INFLUENCE OF ADVERTISING ON CONSUMER PURCHASE DECISION OF SPORT BETTING: A CASE STUDY OF STUDENTS IN NAKURU TOWN UNIVERSITY CAMPUSES, KENYA. International Journal of Business Management and Finance, 3(2), 236-257. https://sleekpublishers.org/index.php/ijbmf/article/view/15