ADVERTISEMENT AND CONSUMER PURCHASING DECISION OF NOODLES PRODUCT IN AKURE ONDO STATE, NIGERIA
Abstract
Advertising has been recognized as an important tool, which facilitates the sale of products and
strengthens consumer’s preferences. But despite the importance of advertisement in the country,
the effect on noodles products in Ondo state are yet to be ascertained, Hence this study sought to
examine the effects of advertisement on Buying behaviour of noodles product in Akure, Ondo
State Nigeria.
This study employed cross sectional survey research design. Copies of a set of structural
questionnaire were administered to two hundrend and seventy eight (278) respondents, through
Mugenda & Mugenda (2004) formula, the questionnaire was analysed using descriptive and
inferential statistics, regression analysis.
After a systematic analysis of the data in accordance with the research objectives and hypotheses,
this study revealed that advertisement has contributed positively and significantly to the buying
behavior of Noodles products in Akure Ondo State, Nigeria. The results of the analysis indicated
that customers of Noodles products purchased Noodles because of the advertisement proxy such
as print advert and broadcast advert. (t value, 8.318, p< 0.001, B: 2.166)
The study recommends that Managers of Noodle companies in Nigeria should give a reasonable
attention to advertisement because it encourages customer to buy more product which gives
direction to the achievement of organizational objectives and goals.
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