INFLUENCE OF INDOMIE NOODLES ADVERTISEMENT ON THE PURCHASING HABITS OF CONSUMERS IN TWO SELECTED LOCAL GOVERNMENT AREAS IN ENUGU STATE

Blessing Ngozichika Chinweobo-Onuoha, Ozioma Patience Nwokedi, Happiness Onyemaechi Emmanuel

Abstract


This study examined the influence of indomie noodles advertisement on the purchasing habits of consumers in two selected Local Government Areas in Enugu state. It was anchored on consumer behaviour theory. The population of the study was made up of 309,633 consumers.  A sample size of 200 was used for the study. The questionnaire was used for data collection. Major findings are: majority of the respondents that are exposed to indomie noodles advertisement reside in the urban areas, most consumers consider quality of the product more than adverts and; majority of the respondents say they consume indomie noodles not necessarily because of the advert but because most of their family and friends do. It was recommended that advertisers should endeavour to consider product quality while advertising, engage in promotional advert that will connect friends and family and; reach the rural areas by making effective use of the radio in advertising; advertisers should not neglect quality in product packaging as this is an important factor in consumer choice.


Keywords


Influence, Advertisement, purchasing habits, consume

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