EXCERPT FROM THE STUDY
The dairy food market in Nigeria is competitive and is dominated by a few brands. The advent of new brands of Milk in the market makes it pertinent for an old brand like Peak Milk to seek ways of sustaining large market shares and increasing product patronage which is only possible through raising consumer awareness. Marketers invest in various media platforms to influence consumer behaviour (CB). Advertisement on every media platform has a different composition that engages the consumers in a distinct way. this is because Consumers try to categorize the brand
association with the existing memory, when thousand of products are faced by them and might reposition memories to a brand image and perception towards new products. A company can enhance the brand of their product by investing in promotional activities in order to compete in a consumer market that is dominated through advertising hence the primary aim of advertiser is to reach consumers and influence their awareness, attitude and buying behavior. From the result of the study the following major conclusions were drawn:
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