INFLUENCE OF MILO TELEVISION ADVERT ON CONSUMERS PATRONAGE: A STUDY OF THE RESIDENTS OF WARRI SOUTH LOCAL GOVERNMENT AREA

This study investigated how Milo television advertisements influence consumer patronage in Warri South Local Government Area of Delta State, Nigeria. Using a quantitative survey design, data were collected from 400 adult residents through purposive and stratified sampling techniques. Structured questionnaires were used to gather information on respondents' exposure to Milo adverts, emotional responses, and purchasing behavior. The findings showed that most respondents had frequently seen Milo adverts on popular television channels such as NTA and AIT. Many participants reported positive feelings like excitement and trust after viewing the adverts and perceived Milo as a health-promoting product. The study found that advertising played a significant role in influencing both initial purchases and continued consumption, especially among younger and more educated individuals. Demographic factors such as age, education, and occupation also affected responses to advertising. The study concludes that consistent, emotionally engaging, and truthful advertising can significantly shape consumer behavior and build brand loyalty. It recommends tailoring adverts to different demographic segments and focusing on trust-building messages.