Oliver Okechukwu Okanazu, Maureen Anayo Madu


This study centred on determining the position of advertising in strengthening the purchase decision of 21stcentury business education students on cosmetic products in Enugu State. Two purposes of study and research questions guided the study. The study used Survey research design and was carried out in the University of Nigeria, Nsukka, Enugu States Nigeria. The population was 215 students of Business Education in the department of Business Education University of Nigeria, Nsukka. Questionnaire was used for data collection. The instrument was validated by three experts. Cronbach Alpha Reliability Method was used, and a general reliability coefficient of 0.84 was obtained. Data were analyzed using mean statistics. Generally, the study found out that advertising helps students' cosmetics consumers to having real knowledge of any cosmetic products before making decision to purchase them. Similarly, time, place and the style of presentation of products during advertisement have important roles to play in strengthening the impulse and routine purchase decision of business education students on cosmetic products. The study recommended that Cosmetic producers should devise better means of advertising in this 21stcentury in order to attract more customers to patronize their existing new products.

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