The Impact of Advertising Medium on Consumer Brand Preference for beverages in Osun State, Nigeria

Buari, R. O., Salaudeen, S.O, Emmanuel, T.


The study examined the roles of advertisement on consumers’ brand preference of beverages, using Cadbury Nigeria PLC as a case study. The primary aim of this research was to examine the influence of advertising on consumers’ buying behaviour, evaluate the influence of advertising on the competitiveness of beverage brands, examine the influence of advertising on the sales performance of Cadbury Nigeria PLC brands and to determine the types of advertising commonly used by Cadbury Nigeria PLC in attracting customers’ preference to its brands. The adopted methodology was a descriptive design with a simple random sampling technique. A Structured questionnaire was designed in the data collection from the respondents of the study area. The collected data was analysed using simple percentage and frequencies and the results were presented in tables. The Findings of the study indicated that advertising significant influenced consumers’ buying behaviour of beverage drinks and sales performance of Cadbury Nigeria PLC Brands in Osun State. The radio, television, billboards and internet (online) advertisements are the types of advertising media used by Cadbury in attracting customers to its brands. Conclusively, advertisement is a major element in maintaining consumer brand preference. Therefore, companies are encouraged to research continuously into quality improvement with effective advertising media that attracts consumer’s attention and interest to their products.

Keywords: Advertisement, Brand preference, Buying behaviour, and Advertising campaign

DOI: 10.7176/JMCR/87-01

Publication date:October 31st 2022

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