EFFECT OF DIGITAL ADVERTISING ON CONSUMER SATISFACTION ON PACKAGED FOOD ITEMS IN ABIA STATE, NIGERIA

Abstract

The wave of globalization, fueled by advancement in technology, has produced a global economy and its attendant challenges to most producers and consumers as well. They are now required to produce suitable digitalized platforms to sustain the new economy. This calls for the use of constructivists innovative digitalized approaches to help consumers derive maximum satisfaction in the consumption and search for such products. Specifically, this study sought to determine the extent of usage of digital advertising platform by household for sourcing packaged food items (tomato puree, milk, noodles and seasoning cubes/sachets) in Abia State, Nigeria, ascertain the level that digital advertising has affected consumer’s perception of packaged food items and determine the extent to which digital advertising could help in increasing consumer satisfaction of packaged food items. The population of the study comprised of 730,673 correspondents. Multistage sampling technique was used to select a sample size of 450. The finding reveals that usage rate of digital advertising platform by household for sourcing packaged food items in Abia State, Nigeria is very low; there is a significant relationship between digital advertisement and consumer’s perception of packaged food items in Abia State. It was recommended that the in order to boost productivity and performance, management should include their staff in decision-making regarding packaging and digital advertising-related issues. These product-related factors influence customer loyalty to a large extent. This is due to research showing a strong correlation between digital advertising and how Abia State, Nigerian consumers perceive packaged food products.