Effect of Advertising on Customers’ Patronage of Peace Mass Transit Limited in Calabar, Nigeria

Etim G.S., Mpoun J.A., Arikpo N.N., Mbu-Ogar G.B.
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Abstract

The study examined the effect of advertising on customers’ patronage in Peace Mass Transit Limited in Calabar. It sought to explore the relationship between advertising (on radio, television and billboard) and customers’ patronage. The research design used for this study is the survey method. Primary data were collected using questionnaire instrument. Data analysis was done using Pearson’s correlation method. Based on the results, it was revealed thus, radio, television and billboard advertisement had a significant relationship with customers’ patronage. Therefore, the following recommendations were made: the company should devise effective strategy on how advertising will lead to growth of the organization; the management should be monitoring the activities sales product so that marketing objectives could be properly determined; the organization should implement policies on advertising and how it could be well planned.
广告对尼日利亚卡拉巴尔和平公共交通有限公司乘客惠顾的影响
该研究调查了广告对卡拉巴尔和平公共交通有限公司顾客惠顾的影响。它试图探索广告(在广播、电视和广告牌上)和顾客赞助之间的关系。本研究采用的研究设计是调查法。采用问卷调查法收集初步资料。数据分析采用Pearson相关法。结果表明,广播、电视和广告牌广告与顾客惠顾的关系显著。因此,提出了以下建议:公司应该制定有效的战略,广告将如何导致组织的增长;管理人员应监控销售活动,以便正确确定营销目标;组织应该执行广告政策,以及如何很好地规划广告。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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