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. |