An Assessment of Dano Milk Radio Advertisement on Buying Behavior of Residents of Port Harcourt Local Government, Rivers State, Nigeria

Abstract

This study is on Consumers’ Attitude towards Dano Milk Radio Advertisement. Dano milk is a new dairy brand in the Nigerian market from Arla Foods. The study objectives were to find out consumers’ rate of exposure to Dano milk radio ad and ascertain if the radio ad of Dano milk influences consumers’ choice of the brand. The research was confined to one theoretical framework, the Selective Processes Theory using descriptive survey research method. A sample of 400 respondents was drawn using multi-stage and quota sampling methods. The study found out that Dano milk advertisement is unknown to many respondents; the ad is aired in only few radio stations in the City; and there was no identified tagline in the ad. Recommendations include that there should be more radio ads possibly in all radio stations available in the City, if Arla Foods mean business in competing with rival brands.

Keywords: Appeal, Buying Habit, Consumer Behavior, Product Lifecycle