THE EFFECT OF INDOMIE ADVERTISEMENT ON CONSUMER PREFERENCE AND BEHAVIOUR

ABSTRACT

This study investigated the effect of indomie advertisement on consumer preference and behaviour using students of Benson Idahosa University, Benin City as a case study. The research was analyzed using questionnaire, and hypotheses. 100 copies of the questionnaire were distributed, and 88 were retrieved by the researcher. The hypotheses were tested using the chi-square method of analyses. The findings of this study show that television advertisement of indomie noodles is the most preferred among all other media because of its visual quality. Also, consumers claimed to be aware of indomie advert and that the television advertisement of indomie noodles generated enough interest from its audience as to convince them to want and desire the purchase of the product thus leading consumers to purchase the product. Finally, it was discovered that most consumers were influenced to buy indomie noodles as a result of advertisements that they see on television. Based on this, it was recommended that in the advertisement of indomie noodles, the company should pay more attention to using television as a medium of advertisement. Television should be considered first before any other media of advertising as its influence is most exciting. The advertising department of the company should design messages that are appealing to young persons as they are more susceptible to indomie noodle advertisement. They should also endeavor to check that all claims which they are making about their products such as price factor, taste, quantity etc. which would be reflected on television advertisements are true and authentic.