A STUDY OF ADVERTISEMENT EXPOSURE AND BRAND LOYALTY OF MAGGI SEASONING IN METROPOLITAN LAGOS, NIGERIA
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- NGN 3000
ABSTRACT
This study examined the relationship between advertisement exposure and brand loyalty of Maggi seasoning in metropolitan Lagos. Survey and focus group discussion methods were adopted. Multistage sampling techniques were used in selecting 120 respondents (each) in Alimosho, Apapa, Ikeja, Lagos Mainland and Oshodi/Isolo Local Governments. Two focus group discussions were conducted in Festac (Amuwo Odofin) and Akoka (Lagos Mainland) locations. Findings revealed that exposure to Maggi advertisements did not significantly influence brand loyalty in metropolitan Lagos. Findings also showed that product maturity did not significantly influence brand loyalty of Maggi seasoning. There was no significant difference in the level of brand loyalty for a mature product (Maggi) and less established brands (Onga and Suppy). The findings further showed that television is a major source of information on Maggi seasoning advertisements compared to billboards in metropolitan Lagos. Equally, the level of exposure to and audience involvement with the Maggi sponsored television programme “Sokoyokoto” was high among the audience. Majority of the panel discussants in the focus group discussion claimed that they made deliberate effort to watch the programme and learned better ways of preparing delicious meals using Maggi seasoning. Some of the discussants identified with the celebrities and tried to imitate them in using Maggi to prepare various types of delicious food. The findings further showed that there is no significant difference in the exposure to Maggi advertisements among the various age groups. Lastly, the findings showed that level of education was not significant in the level of exposure to Maggi advertisements. Recommendations made include: Advertisers of seasoning brands as well as other convenience products should strengthen their advertising objective especially by increasing the advertising. To keep the voice of the product in the mind of prospects. The weight of repetitive advertising should be sustained to keep the voice of the brand on the mind of both new and old prospects because Top of the Mind Awareness (TOMA) is very strategic for advertisement success of established mature brand to ward off aggressive advertising activities of competitors. The tendency to despair over the recurring findings of limited efforts of advertising should be avoided. Advertising of consumer goods should be treated as investment which should contribute to company’s goals like other investments such as product development. The level of audience exposure, interest and involvement with “Sokoyokoto” cooking programme demonstrates the potency of television as an effective advertising medium. The programme should be sustained and more innovations introduced.
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