INFLUENCE OF MILO TELEVISION ADVERTISING ON CONSUMER PURCHASE BEHAVIOUR, A STUDY OF WARRI METROPOLIS
Abstract
The study concludes that milo television advertisement has a
significant influence on consumer purchase behavior in warri metropolis. The study recommend among others tha nesle should continue to invest on millo television advertisements
the methodology employed a survey research design, with data collected through a structured questionnaire administered to а
sample of respondents in warri metropolis. the findings reveal a
high level of exposure to milo television advertisements, with
a significant portion of respondents finding the advertisements memorable and reporting purchase behavior influenced by the advertisements. additionally, the majority of respondents believed that milo advertisements effectively highlighted the product's nutritional benefits.
the study contributes to the understanding of the role of television advertising in shaping consumer perceptions and purchasing
decisions in the nigerian market. it provides valuable insights for
marketers and advertisers seeking to optimize their television advertising strategles and effectively engage with consumers in warri metropolis and similar urban areas..
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