INFLUENCE OF LUSH HAIR TELEVISION ADVERT ON PATRONAGE AMONG FEMALE UNDERGRADUATES, LAGOS STATE POLYTECHNIC, IKORODU CAMPUS.
Abstract
This research work aims at assessing the influence of lush hair television advert on patronage among female undergraduates. The specific objectives are to; analyzing how lush hair adverts are perceived by female undergraduate, ascertain the level of brand awareness among female undergraduate regarding lush hair products, also to determine the impact of lush hair adverts on female undergraduate purchase intentions. A survey approach was adopted while the questionnaire was used as an instrument. A randomly selected 35 students were used for the study. Collected data were analyzed using statistical package for social and science (SPSS). The findings indicate that there is significant and positive relationship exists between influences of lush hair television advert patronage among female undergraduates in Lagos State Polytechnic. It was recommended that collaborating with social media influencers and beauty bloggers who have a significant following among female undergraduates. Lush Hair can further enhance its influence on patronage among female undergraduates and maintain a strong brand presence in this important consumer segment.
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