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Advert Exposure on Consumer Purchase Decisions: An Empirical Study on MTN Nigeria

Aka, D. and Okorie, Nelson and Kehinde, O.J. (2015) Advert Exposure on Consumer Purchase Decisions: An Empirical Study on MTN Nigeria. Journal of Accounting and Auditing: Research & Practice.

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Abstract

This study investigated the effect of advertising on consumer purchase decision using MTN as an example. The specific objectives of the study were to: (i) Establish the relationship between advert exposure and customers’ patronage of MTN services; (ii) Find out whether exposure to MTN advert has any effects on consumer awareness of such products and services; (iii) Examine the relationship between MTN’s advert exposure and consumers’ preference for MTN services competing brands, among others. The study used survey research method with three hypotheses. Based on the nature of the hypotheses, the study used correlation and Analysis of Variance (ANOVA) test Statistics to test the hypotheses. The Results showed that (r = 0.425**) between advert exposure and consumers’ patronage of MTN products and services is significant and positive at the 0.05 level, the correlation (r = 0.373*) between advert exposure and consumers preference for MTN service is moderately significant and positive at the 0.05 level, among others. The study recommends that advertising strategies be properly managed and maintained in getting attention through colourful and captivating advertisements. It also recommends that companies should invest in the use of advertisements for quality services. Moreover, adverts should be more customer-friendly; it should be simple for target audience to understand

Item Type: Article
Uncontrolled Keywords: advertising, exposure, consumer decision, patronage and MTN Nigeria
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: UNSPECIFIED
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 19 May 2016 15:05
Last Modified: 19 May 2016 15:05
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/6587

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