The Effect of Advertisement on Consumer Brand Preference

Abstract

The increasing competition in the food and beverage industry, especially among food drink brands, has made it crucial for manufacturers to understand the factors influencing consumer preferences. This study examines the role of advertising in shaping consumer preference for Bournvita, a leading food drink brand in Lagos. Based on a survey of 315 randomly selected consumers, the research finds that advertising significantly influences consumer choices across different demographic groups, with 38.73% of respondents showing a preference for Bournvita. The main reasons for this preference were captivating advertising (42.62%) and rich quality (40.16%). Among various media channels, TV advertising emerged as the most effective, with 71.43% of consumers preferring it. The findings emphasize the importance of strategic advertising in retaining and expanding market share in the competitive food drink industry.