INFLUENCE OF ADVERTISING ON CONSUMERS PATRONAGE OF CHAMPION LAGER BEER

This study examined the influence of advertising on consumer’s patronage of champion lager beer. The study adopted the survey research method while the purposive sampling procedure was used to draw a sample of 384 respondents using the Philip Meyer’s guide. The questionnaire was the instrument for data collection in the study. the major objectives of this study were; to ascertain whether champion beer consumer were exposed to advertisement on champion lager beer and to find out of advertisement of champion lager beer influenced the consumption pattern of champion lager beer consumers in Uyo. The finding of this study among other things were that champion beer consumers were exposed to champion beers advertisements specifically, on billboards and the advertisement were found to have influenced their consumption pattern of champion lager beer. The uses and gratification theory, social judgment theory and cognitive theory set the theoretical framework for this study. Data were analyzed in simple frequency tables. The study thus recommended that since champion breweries advertisements were found to have and influence on the consumers of champion lager beer in Uyo urban, more advertisements should be planted in strategic locations within and across Uyo Metropolis so as to reach more potential consumers.