Influence of Advertising on Brand Patronage of Macleans Toothpaste in Akwa Ibom State, Nigeria

Abstract

This study investigates the influence of advertising on brand patronage of Macleans toothpaste among residents of Uyo Metropolis in Akwa Ibom State of Nigeria. The objectives of the study included: Ascertaining consumers’ exposure to advertisements of Macleans toothpaste; identifying the advertising channels that exposed consumers to Macleans toothpaste; to examining the advertising factors that influenced the purchase decision of Macleans toothpaste. The population of the study was 522, 398 isthe 2022 projected figure of people resident in the Uyo metropolis. The study adopted a sample size of 384 based on the Topman formula. The instrument used for the study was the questionnaire while the multi-stage sampling method was used to reach the final respondents. Frequency tables and simple percentages were adopted to analyse research questions. The study was anchored on Elaboration Likelihood Model and Consumer Perception Theory. The results revealed a strong and positive relationship between advertising and brand patronage of Macleans toothpaste among residents of the Uyo metropolis. The findings also indicated that exposure to advertisements influenced the purchase decision of Macleans toothpaste in the Uyo metropolis. It was also revealed that television recorded the highest percentage of exposure to the advertisement of Maclean toothpaste and that the message presentation of Macleans toothpaste advertisements influenced the patronage of a specific brand called Maclean Complete Care. The study concluded that the message presentation in the advertisement was a major factor that influenced the purchase decision of Macleans toothpaste. It therefore recommended that manufacturers and producers of products, particularly toothpastes should look into their advertising strategies for better message presentation to enhance patronage of their brands.