INFLUENCE OF RADIO ADVERTISING OF STAR LAGER BEER ON THE PURCHASING BEHAVIOR OF STUDENTS OF THE UNIVERSITY OF BENIN

ABSTRACT

The study is on the Influence of Radio Advertising of Star Lager beer on the purchasing behaviour of the students of the University of Benin. It aimed at determining the extent to which Uniben students are exposed to Star Lager beer Radio Advertisements. It also sought to determine the attitude of Uniben students towards Star lager beer advertisements and what appeals to students in Star lager beer advertisements on radio. It sought to explore how exposure to Star Lager beer influences the buying behaviour of Students of the University of Benin. For its theoretical framework, the researcher adopted the Consumer behaviour theory which further buttress the point of the study. While the survey research method was used to gather the data used for the study. Findings of the researcher revealed that majority of Uniben students have been exposed to Star Lager beer advertisements on radio. It also revealed that exposure to Star Lager beer influences the buying behavior of Uniben students as majority of respondents agreed that the extent to which they have been exposed is high. The researcher therefore concluded that radio advertisement of Star Lager beer influences the purchasing behavior of UNIBEN students. He recommended that since alcohol advertising has been noted to influence the buying behaviour of youths, advertisers should be careful with the type and nature of advertising they put out there. The researcher also recommended that more advertisers and advertising agencies should continue to advertise their products and services using radio, as this can be clearly seen through the advertisement placed by Star Lager beer.