ANALYSIS OF CONSUMERS PREFERENCE OF DETERGENT ADVERTISEMENT ON MAIN STREAM MEDIA IN GBOKO TOWNSHIP

Abstract This study examines consumers’ preferences regarding detergent advertisements on mainstream media in Gboko Township, Benue State. Advertising plays a crucial role in influencing consumer behavior, particularly in the fast-moving consumer goods (FMCG) sector such as detergents. The study adopts a descriptive survey design to investigate how elements such as message content, media channels, frequency, and brand appeal shape consumer preference. Data were collected from residents of Gboko Township using structured questionnaires. Findings reveal that television and radio remain dominant channels influencing consumer choices, while factors such as persuasive messaging, brand familiarity, and perceived product effectiveness significantly affect preference. The study concludes that well-structured advertisements tailored to audience needs enhance consumer loyalty and brand selection. Recommendations include improving message clarity, leveraging local language content, and increasing consumer engagement strategies.