LUSH HAIR ADVERTISEMENTS AND PURCHASING HABITS OF FEMALE STUDENTS IN UNICROSS

ABSTRACT This research examined Lush Hair Advertisement and Purchasing Habits of Female Students in UNICROSS. The main objectives of this study were to ascertain if female students in UNICROSS purchase Lush Hair and to ascertain whether female students in UNICROSS purchase Lush Hair as a result of advertisements they come across on television. The study adopted the Individual Differences and the Consumer Behaviour theories as its theoretical framework. The study adopted the descriptive survey method, multistage sampling technique and questionnaire to generate data from the respondents. A total of four hundred (400) copies of the questionnaire were administered to the respondents and 395 copies were retrieved from the respondents. Findings from the study revealed that UNICROSS female students purchase Lush Hair as a result of advertisements they come across on television. Findings also revealed that Lush Hair advertisement on television is not frequent. The study concluded that the use of television as medium of advertising Lush Hair have a huge influence the level of awareness of the products being advertised, perception towards the products and the level of patronage of the products by female university students. The study recommended among others that the Lush Hair product should be made more frequent on television advertisement to influence more female students’ purchasing behaviour.