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ABSTRACT
This research project investigates the influence of Molped sanitary pad television advertisements on the buying behavior of female students at the University of Benin, Benin city, Edo state. The study aims to explore the impact of advertising on consumer behavior, specifically focusing on how television commercials for Molped sanitary pads influence the purchasing decisions of female students at the University of Benin. Using the multi-stage sampling technique, the survey method was adopted in collating research data, with questionnaire being the instrument of data collection used to elicit information from 392 female students in the University of Benin. The theory of Planned Behaviour and the Elaboration Likelihood theory were employed in this study. Findings from this study revealed that Molped sanitary pad television advertisement has lesser influence on the buying behaviour of the female students of the University of Benin. However, there are other factors that influence their patronage. The research further recommends the use of various social media platforms to promote the product. It also recommends that Molped sanitary pad should employ the service of reputable advertising agencies which would provide them with innovative strategies to propel the brand forward. Keyword: Influence, Molped sanitary pad, Television advertisement, Behaviour, Students.
