Mountain Top University Library

The subject matter of this research work is to examine the influence of billboard advertising of
mobile phone on consumer buying behaviour and preference. The main objective of this research
work was to find out how billboard advertising of mobile phones influences consumer buying
behaviour and preference. The theory used to further aid understanding of this project was the
Pavlovian model and the learning model. The design used for the study is a descriptive survey
method. It relies on structured questionnaire as an instrument of data collection. Four research
questions were formulated to guide the study, from which the questionnaire was designed. 250
questionnaires were administered. From the analysed data, the researcher concludes that
Billboard advertising has a role to play in creating awareness about mobile phone brands;
billboard advertising stimulates purchase desire among audience. The researcher found out that
billboard advertising influences preference because it showcases the brand to the audience, gets
and maintain audience. The reoccurring aspect of billboard also make it possible. The researcher
finds out that after attracting audience to the brand, billboard advertising give desire that prompt
purchase from the audience. It was recommended that agencies, companies and businesses use
billboard for advertising because it is a powerful in terms of reminder function. Billboard content
should be carefully planned as it must be a simple and a very persuasive content.