The Effect Of Radio Advertising On Consumer Purchasing Decision

CHAPTER ONE 1.1 INTRODUCTION. Organization and individual are faced almost with the problems of having to make decisions. The decision making process is made difficult by the presence of uncertainty concerning the surrounding environment. For consumer, it was compounded by unlimited wants and scarce resources. Economists says that consumers are utility maximizes; this implies that they will use their limited resources to acquire a bundle of goods that will put them on the highest utility curve. Hence, consumers will choose the maximum value to cost ratio.      Consumer buying decision behavior…