THE EFFECTS OFADVERTISEMENT ON CONSUMER PREFERENCE AND BEHAVIOUR (A CASE STUDY OF COCA COLA COMPANY, BENIN CITY)

ABSTRACT

This paper examines “The effects of advertising on consumer behavior and preference” (A study of Coca Cola, Benin City, Edo State). The objective of the study was to examine the impact of advertising on consumer brand preference, consumer brand loyalty and to examine the impact of celebrity endorsement on consumer brand preference. Structured questionnaires were used to collect data from 100 consumers of Coca Cola, in Benin City. All the 100 questionnaires that were distributed were returned to the researcher. Advertisement was found to influence consumer brand preference. It was also found out that there is a relationship between advert and consumer behavior. There is a relationship between advertisement and sales; there is a relationship between celebrity endorsement of product and preference. It is therefore recommended that Coca Cola should continue advertising their products since it was found out that advertising increase sales revenue. It also have positive impact on sales volume. Management must ensure that price change on their products must be reasonable.