INFLUENCE OF AIRTEL BILLBOARD ADVERTISEMENT ON CONSUMERS PATRONAGE IN IKOT EKPENE

This research project was designed to assess the effective of Airtel Billboard advertisement on consumer behaviour in Ikot Ekpene Local Government Area. The objectives of this study were: to determine if Airtel billboard has affected the people of Ikot Ekpene, to ascertain the brand loyalty of Ikot Ekpene residents to Airtel billboard advertisement, to ascertain the extent of Airtel billboard advertising coverage in Ikot Ekpene. The total population of Ikot Ekpene was seventy five thousand, five hundred and forty eight (75,548) according to the last national census of 2006. The researcher is now drawn the subject into wards that made up Ikot Ekpene Local Government Area, this Wards were; Ward 1, Ward 2, Ward 3, Ward 4, Ward 5, Ward 6, Ward 7, Ward 8, Ward 9 and Ward 10. The researcher used survey method because of its ability to generate useful data. The instrument use for data collection was questionnaire. Three hundred (300) questionnaires were administered to obtain information for data study and two hundred and forty (240) were used for the analysis. The result shows that the billboards and posters have contributed to media advertisement on branch loyalty. On this note, it concluded that advertising and the medium carry. The advertisement has a great effect on the purchasing habit of the consumer and also goes along ways to boost the sale of the product itself. Beside advertisement other factors like price rate, quality, branch name also help in influencing the consumers purchasing behaviour.