THE INFLUENCE OF TV ADVERTISING ON BUYING BEHAVIOUR OF NOODLES AMONG UNDERGRADUATES OF THE UNIVERSITY OF LAGOS

Abstract

Advertising has its effects on different people and different touchpoints influencing varied factors, but the effect of television advertising on food products. Hence, this study is aimed at investigating the influence of television advertising on buying behaviour of noodles with a particular focus on undergraduates of the University of Lagos. The indelible mark that television adverts gives exerts a great influence on a brand’s purchase value and ultimately propels action in the prospective consumer. The concept of consumer buying behaviour essentially depends on a lot of impending factors that are primarily tied to branding techniques and motives and how these factors can be meticulously expressed in the adverts they send out, noodles brands should push out their unique selling proposition to the potential target audience and monitor to see it have total influence. In line with the objectives of this research, the instrument of data collection used was the structured questionnaire, distributed to a sample size of 381 out of the 8,363 students of the university. The data gathered was thereafter analysed, presented and interpreted using the descriptive data analysis technique; by presenting the data in tables. The results from the data analysis showed that majority of the undergraduates find television advertising of noodles quite viewer-friendly and this is one of the factors that formed their individual taste and preference of various noodles brands. The study recommended better ways that advertising practitioners can channel television commercials on emotional related advertising, since consumers patronage are highly induced through their emotion to meet the need of the target audience; and for firms to increase their sales volume by fashioning a unique selling point to triumph over competition via marketing through the findings of this research.