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

Emmanuel Kipchirchir Ng’etich, Daniel Onwonga Auka

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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