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Indomie Television Advertisement and Buying Habits of Elele Residents, Rivers State, Nigeria

Iroegbu Ann Ph.D, Onyekosor, Andrew Ike Ph.D

Abstract

This study aimed at investigating the influence of indomie television advertisement on the buying habits of Elele Residents, Rivers State, Nigeria. In carrying out this study, survey research design was adopted. Study population comprised resident of Elele which stood at 5000. Sample size was 370, derived using Taro Yammane's statistical percentage method. Research instrument of questionnaire was used in collecting data for this study. Uses and gratification theory was adopted to guide this study. Study revealed that: advertising informs and reminds consumers of particular products and persuade them to try the products; advertising generally influences consumption behaviour but does not do it in isolation as other factor join in doing so; residents of Elele patronize Idomie Noddles due to their exposure to Indomie television advertisement among others .Based on the findings, study recommends among others that; manufacturers should focus more on Indomie television advertisement as this proves to be the major source of getting information by consumers, producers of indomie Noddles should sustain indomie television advertisement as many respondents agreed that Indomie Noddles advertisement spur them into action.

Keywords

Indomie Noddle; Television Advertising; Buying Behaviour.

References

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