The Effect of Advertisement and Brand Image on Consumer Buying Behaviour in Nigeria

Abstract

This study examines the effect of advertisement and brand image on consumer buying behaviour in Nigeria. The study focused on Ammasco International Limited and its customers in Kano State, Nigeria and the target population for the study were made up of all Ammasco oil users in Kano State, Nigeria. For the purpose of the study 320 sample size was conveniently used in the study. The research instrument used in the study was purely questionnaire (primary data) with 1‐5 Likertscale which consist of Strongly Disagree to Strongly Agree. Multiple regression analysis was employed to test the hypothesized model of the study. The findings of the study revealed that advertisement has positive and significant effect on consumer buying behaviour; also the study revealed that brand image has positive and significant effect on consumer buying behaviour in Nigeria. It is recommended that the management of Ammasco International Limited must ensure that they understand the buying behaviour of consumers in order to discover when they buy and how they buy. This will acts as a guide towards formulating an advertisement message that will arouse the curiosity of consumers and eventually persuades them to buy. The management of Ammasco International Limited should make use of good and world class branding features to attract their existing and new customer with that, both new and old customer that does not patronize the products and services frequently will develop buying habit systematically.