AN EVALUATION OF THE INFLUENCE OF ADVERTISING ON THE PURCHASE OF SELECT SPICES AMONGST RESIDENTS OF UYO METROPOLIS

This study is an assessment of advertising and consumer purchasing decision on select spices. The study sought consumer’s opinion on the influence of advertising on purchasing decision. The study was carried out through survey and the questionnaire was the instrument used for data collection. Four hundred and forty two (442) copies of the questionnaire containing 14 items were distributed to residents in Uyo urban. These residents were divided into seven (7) clusters namely Aka Road axis, Oron road axis, Abak road axis, Wellington Bassey way axis, Ikot Ekpene road axis, Nwaniba road axis and Eniong Itam, Ewet Housing axis. Data were analyzed in tables using simple percentages. The findings show that advertising has some influence on other factors (family, society, income, learning, motivation, perception that influence consumers choice of a particular brand of select spices. Based on the findings obtained from the study, the following recommendation were made: producers of select spices should take advantage of television and other media of information for advertising producers should have knowledge of the major factors that influence consumers of select spices. The advertisement of select spices should live up to its promises.