INFLUENCE OF ADVERTISING ON CONSUMERS’ CHOICE  (A study of Oral B and Closeup)

 Abstract

The major thrust of this research is to examine the Influence of advertising on consumers’ choice of two competing brands i.e Oral B and Closeup among students of Enugu State University of Science and Technology (ESUT). It is believed that for any profit making organization to succeed in this competitive society there is need for advertisement. Advertising has formed part of the successful promotion device that any profit making organization must not toy with if such company wants to succeed. The study was anchored on Persuasive Theory and Cultivation Theory respectively. Survey research method was adopted in which 100 copies of questionnaires were administered to respondents in (ESUT) through accidental sampling technique and 90 copies were retrieved. Data analysis and interpretations of findings was based on frequency and percentage method. It is deduced that majority of the respondents still use Closeup more than Oral B. It is recommended that companies should strive on the quality and ensure that their products perform as advertised because consumers can only be deceived once.

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