EFFECT OF ADVERTISEMENT ON CONSUMERS BRAND PREFERENCE IN THE TELECOMMUNICATION INDUSTRY (A CASE STUDY OF UNDERGRADUATES OF THE UNIVERSITY OF BENIN, BENIN CITY, EDO STATE)

ABSTRACT

This study assessed the effect of advertisement on consumer brand preference in the telecommunication industry. Five research questions were raised to guide the study. The population of the study comprised of forty-three thousand, three hundred and ninety-two (43392) undergraduate students of the University of Benin, Benin City. A sample of 396 was selected using the Taro Yamme Formula. Data were collected using a structured questionnaire. Data was carried out on the data using descriptive statistics. Results showed that majority (46.7%) of the respondents were within 21-25 years. Advertisement had effect on mobile network preference (mean 3.19 on a scale of 5), social media was considered most effective channel for mobile network advertisement (mean 3.53), while newspapers/magazines were perceived as least effective (mean 1.70). It was found out that all attributes of celebrity endorsement had effect on mobile network preference (mean>3.0), except similarity (mean<3.0).Majority of undergraduates (90.6%) had positive perception of mobile network advertisement. It was shown that undergraduates were attracted to all aspects of mobile network advertisements (use of song, entertainment/humours, storyline, discount/price off, creative/innovative adverts, social imaging adverts), with entertainment/humour having the highest degree of attraction (mean 3.91). The study concluded that advertisement is a major tool in keeping existing and potential customers in the mobile network industry. It recommended that mobile network providers should ensure that adverts contains factual information and not exaggerated, mobile network providers should concentrate more of their effort in channels that are considered very effective and consumers of mobile network should endevour to compare and verify information contained in adverts before making choice.