EFFECT OF ADVERTISEMENT ON CONSUMER PREFERENCES IN ACCESS BANK PLC, OGOJA
Abstract
This research project is on “to assess the effects of advertisement on consumer preference.
Current literatures by different scholars on the subject matter were reviewed to support the
researcher ’s findings. The study adopted descriptive design, case study, and cross sectional
design was used for the study. The population of the study was sixty (60) of which 35 were
customers and the remaining 25 were staffs of Access Bank Plc, Ogoja LGA. The Chi-
Square statistical tool was used in testing the hypotheses formulated in chapter one. The
major findings of the research were that there is a significant effect of advertisement on
consumer preference, that celebrity endorsement affect consumer's buying preference. It
was concluded advertisement of Access Bank products depicts technical characteristic of
products and are informative on the various uses and benefits of the products. Most
respondents were of the view advertising influence patronage or purchase of Access Bank
products. It was recommended that effectiveness of advertising depends on several factors,
a critical factor with respect to the medium in which advertisement is communicated.
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