IMPACT OF ADVERTISING ON THE SALES AND CONSUMPTION OF COCA COLA: A STUDY OF LAITTOS UNIVERSITY DELTA STATEEY
Abstract
In a competitive market, the media has been a tool for influencing consumers’ product choices by informing, enlightening, and persuading the target audience. An advertisement is also one of the marketing strategies used to sell products and services through mass media, which can later translate into consumer brand loyalty.
However, the purpose of this study was to determine the effect of advertising on Coca-Cola sales and consumption among Laittos University students in Delta. The study is based on cultivation analysis, persuasion theory, and Strong and Weak Theory.
The study used a survey research method with 120 respondents drawn from the institution’s students using a purposive sampling method (non-probability method). The questionnaire is the primary data collection instrument used to elicit responses from the selected respondents.
To analyze the data, descriptive statistics with frequency and percentage methods were used. According to the findings, the majority of respondents were exposed to Coca-Cola advertisement messages on mass media, particularly television and billboards.
To some extent, they were persuaded to buy and consume Coca-Cola. It is suggested that advertising be genuine and interesting in order to attract and retain prospective buyers for the advertised product.
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IMPACT OF ADVERTISING ON THE SALES AND CONSUMPTION OF COCA COLA: A STUDY OF LAITTOS UNIVERSITY DELTA STATEEY
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