EBSUJMC PUBLICATION

Title: Advertising and Buying Decision of Laundry Detergents among Users in Owerri Metropolis of Imo State, Nigeria
Author(s): Chinedu A. NWAMARA
Abstract: This work analyses the effect of advertising and product quality on consumers’ buying decision with a particular reference to laundry detergent brands. The researcher adopted the survey approach and collected data through questionnaire distributed to respondents in Owerri metropolis. A critical analysis of the research data shows that though advertising actually influences consumers’ buying decision; product quality has a greater influence on consumers’ choice of product brands. The study further shows that apart from advertising and product quality, some other factors such as price and popularity of a product also influence buyers’ choice of product brands. Based on the findings, the researcher recommends, among other things that, since advertising is the most effective way of creating awareness about a product, producers should make optimal use of this important aspect of marketing communication.
Keywords: advertising, buying, laundry, detergents
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EDITORIAL TEAM
EDITOR IN-CHIEF

Agatha Orji-Egwu Ph.D

MANAGING EDITOR

Kenneth Adibe Nwafor, Ph.D

ASSOCIATE EDITORS

Barr. H. N. Aligwe, Ph.D

Ifeyinwa Nsude, Ph.D

Chike Onwe, Ph.D

Simon Ezaka, Ph.D

EDITORIAL CONSULTANT

Jonathan E. Aliede, Ph.D