- ADEYEMI Mary Funmilayo*¹, YAQOOB J², BAANU Olayinka B.³, Adetunji Mary Funmilayo
- ¹ Department of Business Administration and Accountancy, Oyo State College of Agriculture and Technology, Igboora
- DOI: 10.5281/zenodo.16628192
This study investigates the
impact of advertising on consumer patronage, using Nestlé Nigeria Plc as a case
study. The research explores how various advertising strategies—including
television, print media, and digital marketing—affect consumer awareness, brand
preference, and purchase decisions. Primary data were collected through
structured questionnaires administered to a sample of employees in Lagos State.
The results, analyzed using descriptive statistics and regression analysis,
indicate a significant positive relationship between advertising expenditure
and consumer patronage levels. The findings suggest that creative advertising
content, frequency of exposure, and brand reputation significantly influence
consumer buying behavior. The study recommends that Nestlé Nigeria Plc continue
to invest in diversified and engaging advertising platforms to sustain and
enhance customer loyalty and market share. This research contributes to the
growing body of literature on advertising effectiveness within Nigeria’s
fast-moving consumer goods (FMCG) sector.
