INFLUENCE OF ADVERTISING AND THE MARKETING OF CONSUMER'S PRODUCT (A CASE STUDY OF NIGER MILL PLC CALABAR BRANCH)

The main purpose of this study was to investigate the influence of advertising in the marketing of consumer product of Niger Mill Plc Calabar Branch. To achieve the aim of this study, four null hypotheses were formulated to finds the study. Literature review was carried out based on the available hypotheses. The survey research design was adopted for the study. Total sample of one hundred and thirty-two (132) respondents were selected for the study. The selection was done through the simple sampling techniques. The questionnaire was the major instrument used for data collection. To test the hypothesis and to ascertain whether to accept or reject them. Chi-square analysis was considered the most appropriate statistical techniques employed. The retrieved questionnaires were analyzed using 0.05 significant level and 3 degree of freedom. the result showed that advertising has significant influence on consumer buying behaviours of Niger Mill Plc product. In conclusion advertising is highly essential to enhance, project product quality and value before the consumers. Recommendations were made that al¥vertising attracts consumers interest to company’s product and services the messages should be clear, simple and understandable to the consumers.