The influence of advertising on consumers brand preference of Star Maggi – study of house wives in Ikot Ekpene Urban

Description

Abstract

The influence of advertising on consumers brand preference of Star Maggi – study of house wives in Ikot Ekpene Urban. This research study was on”The Influence of Advertising on Consumers brand preference of Star Maggi on House Wives in Ikot Ekpene Urban”. The study use housewives in Ikot Ekpene Urban for investigations. This study had the following objectives to find out the buying habit of Star Maggi in Ikot Ekpene Urban. The extent to which the influence of advertising of star Maggi on housewives in Ikot Ekpene urban. The researcher adopted the survey method as a research design. A population of 41,000 was used for the study. The study adopted the cluster and systematic sampling technique to select a sample size of 250 from the population. The questionnaire was the instrument for data collection. The study reveals that housewives in Ikot Ekpen Urban are exposed to Star Maggi advertisements. Also, findings have shown that housewives in Ikot Ekpene Urban are influenced by the messages of advertisement of Star Maggi. It was concluded that the persuasive nature of advertisement enhances the brand preference of Star Maggi and the influence caused the buying habit. It was recommended that advertising agencies should develop a more effective advertising campaign that will attract consumers” attention and capture their interest. Also, that manufacturers of Star Maggi should keep on advertising their products to gain more patronage from consumers. Again, that the advertisers should advertise their product in vernacular so that the messages conveyed could be best understood by the housewives in Ikot Ekpene Urban.