Abbas, Karimu2023-12-102023-12-102018-10-23BEING A RESEARCH DISSERTATION SUBMITTED TO SCHOOL OF POST-GRADUATE STUDIES, DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF ADMINISTRATION, NASARAWA STATE UNIVERSITY, KEFFI IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTERS IN BUSINESS ADMINISTRATION (MBA)https://keffi.nsuk.edu.ng/handle/20.500.14448/1200This study examined the relationship between product quality, price, Adverts, packaging, assortment, buying intentions on choice. In this study, data was collected from students in Nasarawa State University Keffi using a structured questionnaire. Data analysis was done using the ANOVA technique and means. The result of the study showed that product quality, price, Advertising, packaging, assortment and buying intentions have great influences on consumers choice. We found a significant relationship and recommend that organizations should enlighten and educate their employees on the long run impact of price and advertising on choice have on an organization. We conclude that organization should use the recommendations we have provided as a means to re-address advertising because it’s a means of increasing their market share and retention of existing consumers, and also their strategy should be an integration of all elements or variables with none isolated but each playing a complementary role to others.enThesis