THE IMPACT OF ADVERTISING ON CUSTOMER PATRONAGE: A CASE STUDY OF PROMASIDOR NIGERIA LIMITED

ABSTRACT

This research examined the impact of advertising on customer patronage of Promasidor Nigeria Limited. The study was conducted in a bid to close the gap in the available literature in developing African countries like Nigeria compared to other developed countries. It had the broad objective of investigating the impact of advertising on customer patronage and the following specific objectives: to examine the impact of television advertising on customer patronage of Promasidor Nigeria Limited; to examine the impact of online advertising on customer patronage of Promasidor Nigeria Limited; to examine the impact of outdoor advertising on customer patronage of Promasidor Nigeria Limited and to examine the impact of mobile advertising on customer patronage of Promasidor Nigeria Limited. The research methodology adopted for the study was the survey research design. The area of the study was calabar metropolis. The major research instrument used was structured questionnaire. The instrument was confirmed for validity using the content validity and confirmed for reliability using the test-retest reliability test. Analytical techniques comprising of simple tables, percentages and simple regression in the statistical package for the social sciences (SPSS) were used to analyze and treat the collected data. The results obtained from the study showed that outdoor advertising has the most significant impact on customer patronage of Promasidor Nigeria Limited in calabar metropolis; television advertising has a significant impact on customer patronage of Promasidor Nigeria Limited in calabar metropolis; online advertising has a significant impact on customer patronage of Promasidor Nigeria Limited in Calabar metropolis; and mobile advertising has a significant impact on customer patronage of Promasidor Nigeria Limited in calabar metropolis. Based on the above findings, the following recommendations were made: Promasidor Nigeria Limited should devote more resources to outdoor advertising; television online and mobile advertising should be incorporated into an integrated advertising approach in order to increase their impact on customer patronage of Promasidor Nigeria Limited; Promasidor Nigeria Limited should commit adequate resources to advertising implementation; and Promasidor Nigeria Limited should design and maintain an effective mechanism for advertising evaluation and control.(337 words)

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