ADVERTISING AND CONSUMER BRAND PENCHANT

Federal University Dutsin-Ma, PMB 5001, Dutsin-Ma, Katsina State, Nigeria.

FUDMA Economic and Development Review (FEDER) – Journal 2018
Mukhtar Y. Abubakar PhD (Author)
Department of Business Administration,
Ahmadu Bello University, Zaria, Kadun
Nigeria.
Email; myabubakar@gmail.com

Idongesit Oto Eshiett PhD,

Department of Marketing
Akwa Ibom State University
Obio Akpa Campus, Oruk Anam LGA
Nigeria.
Emal;iosdeby@yahoo.co.uk

Oto Eyamba Eshiett - (PhD Student).

Department of Business Administration
ICT University
Baton Rouge, Louisiana, USA
Email: oto.eshiett@ictuniversity.org

ABSTRACT
The complexity in human behavior could be well explained when faced with diverse brands of a
particular product to chose. Brand preference is the consumer's conscious or unconscious
decision, expressed through intention to repurchase a brand continually. It occurs because the
consumer perceives that the brand offers the right product features, image, or quality at the right
price. Advertising is seen as the tool that influences consumers to stick to a particular brand,
advertising reminding consumers of the value of their purchase and encourage them to continue
purchasing those products in the future.
The objective of this study was to assess consumer brand preference. A total of 402 respondents
who included individual and institutional consumers were selected using simple random
sampling method. Primary data was collected and presented on tables; structured interview was
also presented using Likert Scale, the main tools used in the analysis were correlation
coefficient. The findings suggest that Advertising has a direct influence on Consumer brand
penchant. The study recommended that a combination of various media should be used by
advertisers to woo the attention of customers to their products.

Keywords; Brand Preference, Consumer Behavior, Advertising, Satisfaction and repurchase.