ANALYSIS OF THE INFLUENCE OF PEAK MILK ADVERTISEMENT ON CONSUMER BEHAVIOUR

ANALYSIS OF THE INFLUENCE OF PEAK MILK ADVERTISEMENT ON CONSUMER BEHAVIOUR

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:

1. There are primarily five factors that affects consumer buying behavior which is Personal factors such as taste preference and socio-economic level. Brand related factors like price fairness, quality, rand personality and Image. Social factor like other consumer perspective, experience and trends about the product. Cultural factors such as Cross-cultural Differences amongst consumers on Local and Global Scales. Situational factors impacting consumer behavior may include location, environment, timing and even weather conditions.
2. Peak milk advertisement have a positive effect on consumer buying behavior such that the relative impact of an advert can persuade consumer to buy the milk. The ad can increase peak milk consumer demand in the market. The ad can lead to customers’ repeated consumption and The ad can increase customer preference over other brands.
3. Peak milk attributes has a positive effect on  consumer purchasing behavior
4. Consumer awareness is very effective in shaping consumer buying behaviour such that; Consumer awareness fosters customer positive perception of brands, Awareness increases the tenacity of   consumer buying decision; Awareness can enlighten customer on the benefit of the product and compel them to buy product, and Awareness triggers consumer loyalty and feeling of value towards the product which is vital for retention.

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