TELEVISION ADVERTISING AND CONSUMER PATRONAGE OF SOFT DRINKS
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TELEVISION ADVERTISING AND CONSUMER PATRONAGE OF SOFT DRINKS
ABSTRACT
This study looked at television advertising and soft drink consumption in Uyo city. The study’s population totalled 436,606. Using the Taro Yamane methodology, the sample for this study comprised of 400 people who admitted to drinking soft drinks at some point in time.
The study collected data using a survey with a questionnaire as the tool. The study’s findings demonstrated that Uyo urban inhabitants are familiar with television advertising and buy their preferred soft drink as a result of these promotions.
However, the advertising message, product price, and celebrity appearance are the factors that will increase consumer patronage in television advertising.
The study’s findings support the necessity for advertising to improve soft drink purchases by looking at how their competitors price their products and considering selling theirs for less or more money.
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