IMPACT OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR

The study investigated the impact of advertisement on consumer buying behaviour. To achieve the objective of the study, five research questions were raised and answered. The research design adopted for this study is the descriptive survey research design. The population for this study was made up of 5,000 customers and consumers of various beverage products within the University of Benin, Ugbowo Campus. A sample size of 100 beverage consumers within the University of Benin, Ugbowo Campus, was selected to participate in the study. The data collected for this study was analyzed using frequency counts and simple percentages. Findings from the study revealed that quality advertisement significantly influence consumer buying behaviour, with visually appealing, clear, high-quality, and creative advertisements having a strong positive influence on consumer buying behaviour. It was concluded that celebrity endorsement significantly impacts consumer buying behaviour, with admiration, perceived reliability, and celebrity popularity playing key roles in shaping purchasing decisions. Based on the findings, it was recommended that businesses should prioritize visually appealing, clear, high-quality, and creative advertisements to maximize consumer engagement and influence purchasing decisions.