IMPACT OF PRODUCT ADVERTISING ON CONSUMER BUYING BEHAVIOUR IN UNILEVEL PLC IN ONITSHA, ANAMBRA STATE

Abstract

The study focuses on the impact of product advertising on consumer buying behaviour and how this will help the company to achieve its promotional objectives in Unilever Plc in Onitsha, Anambra State. This research is anchored on the following research questions: to what extent does institutional advertising influence consumer buying behaviour? does retailer advertising affect consumer buying behaviour? how does advertising media influence consumer buying behaviour?
Survey research design which tends to be descriptive was adopted as the research design; due to its descriptive nature which observes and describes variables of research subjects without manipulation of the variables of the research to deduce solutions to the research questions. The population comprises of top manager, middle manager, low level manager and customers with population of 500. The findings showed that there is a significant effect of the independent variables on the dependent variable. The study concluded that advertising helps to promote a company’s image. This is inferred from the findings which indicate that advertising contributes in building the image for a specific product brand which makes it easy to be identified in the market. The study recommended that advertising should provide education through meaningful message, this is because the more meaningful the materials learned, the greater the rate of retention and the lower the rate of forgetting. There should be increased awareness on the ethics of advertising in order to be able to make consumers form good attitudes, opinion and interests towards fostering repeat purchase behaviour.