THE INFLUENCE OF ADVERTISING ON CONSUMERS’ BRAND PREFERENCE OF STAR MAGGI

THE INFLUENCE OF ADVERTISING ON CONSUMERS’ BRAND PREFERENCE OF STAR MAGGI (A SURVEY OF UYO RESIDENTS)

CHAPTER ONE

INTRODUCTION

• Background of the Study

Advertising is any form of non – personal presentation and promotion of goods and services usually paid for by an identified sponsored. Advertising is non – personal because its messages are not aimed at a particular person but are meant for an anonymous audience.

Therefore, advertising is derived from the Latin word “adverttere” which means to turn attention of people to a specific thing.

Advertising in Nigeria is traced to one of the earliest form of communication namely town criers were used in disseminating of information about important ceremonies and event such as inter – tribunal disaster, wars, birth, death and marriages.

Today, advertising is used world wide to sell ideas, policies and attitudes as well as products, even the socialist countries when one condemned communication as an evil of capitalism, frequently adhered to their theories of advertising in developing their planned economics.

Bounce. (1982, P. 224), derived advertising as a non – personal communication of information usually paid for and persuasive in native about a products, services ideas

• Statement of Problem

In Nigeria nowadays, consumers are making choices because of the proliferation of more products in the market. Consumers make choices among the existing products based on their finance desire and need, the problem of choice and decision set in to determine whether consumers choose products because of the influence of advertisement.

Daily advertising has taken great part of information disseminator in media houses. However, axiom has it that seeing is believing for this reason, there is a major need to asses the fluence of advertising on consumers brand preference of star Maggi on Uyo resident.

• Objectives of the Study.

The following are the objectives of this study.

1. To find out if Uyo residents are exposed to star maggi advertising
2. To examine the influence of advertising of star maggi on Uyo residents
3. To ascertain the extent advertising of star maggi induces brand preference

• Research Questions

The following are the research questions of this study.

1. Are Uyo residents exposed to advertising of star maggi?
2. Do advertising of star maggi influence Uyo resident?
3. Does the advertisement of star maggi induce brand preference?

• Scope of the Study

On the influence of advertising one