Thesis and Dissertations

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https://keffi.nsuk.edu.ng/handle/20.500.14448/6565

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Browsing Thesis and Dissertations by Subject "Television, Advertising, Consumer and Brand Preferences."

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    TELEVISON ADVERTISING AND CONSUMER BRAND PREFERENCES: AS REFLECTED IN INDOMIE COMMERCIALS
    (Department of Mass Communication, Nasarawa State University Keffi., 2019-11-11) Ibinayin, Blessing Bosede.
    This study examined the influence of indomie noodles advertisement on the purchasing habits of consumers in The Federal Capital territory, abuja. It was anchored on theory of reasoned action and consumer behaviour theory. The broad objective assessed the influence of television advertising on its consumer and their purchase behaviour The population of the study was made up of 776,298 consumers. A sample size of 400 was used for the study. The questionnaire was used for data collection. Major findings are: majority of the respondents that are exposed to indomie noodles advertisement reside in the urban areas, most consumers consider quality of the product more than adverts and; majority of the respondents say they consume indomie noodles because of the advert and because most of their family and friends do. Television advertising was more effective when compared to other medium of advertising, due to the fact that it uses both visuals and sound, an attribute that makes it more entertaining and easier to absorb even in ones subconscious It was recommended that advertisers should endeavour to consider product quality while advertising, engage in promotional advert that will connect friends and family ,advertisers should not neglect quality in product packaging as this is an important factor in consumer choice.