ADVERTISING AND CONSUMER PATRONAGE OF COMMERCIAL TRANSPORT SERVICE IN BENIN CITY

ABSTRACT

This study examines the Advertising and Consumer Patronage of Commercial Transport Vehicle in Nigeria. The objectives of this study are to determine:  the relationship between commercial transport Service company’s advertising and the customer awareness of the existence of the company; the relationship between commercial transport service advertising and the customer perception of safety provided by Transport service providers; the relationship between commercial transport service, company’s  advertising and customer perception of fair Transport charges by the transport company; the relationship between commercial transport service company’s advertising and consumer perception of the comfort provided by the  company and the extent to which advertising by commercial transport service company’s   affect customers patronage of their services. Data was obtained with the use of questionnaire and analyzed with Ordinary Least Square regression. From the findings, it was discovered that: there is a significant relationship between commercial transport service company’s advertising and customer awareness of the existence of the company, there is a significant relationship between commercial transport service company’s advertising and perception of safety provided by transport service providers; there is a relationship between commercial transport service company’s advertising and customer perception of fair transport charges by the transport company; there is a relationship between commercial transport service company’s advertising and consumer perception of the comfort provided by the company and there is a significant relationship between advertising by commercial transport service company’s and customer patronage of their services. It is therefore recommended that business owners and managers should advertise their goods and services in order to bring their product to limelight.