ASSESSMENT OF TELEVISION ADVERTISING ON CONSUMER PURCHASING BEHAVIOUR OF NIVEA DEODORANT AMONG LADIES IN BENUE STATE

ABSTRACT The study assessed television advertising on consumer purchasing behaviour of Nivea deodorant among ladies in Benue State. The study was anchored on Hierarchy-of-Effects Theory. The survey research method was used for this study while questionnaire was used as instrument of data collection to obtain the needed information from respondents. The study population was 438,000, while a sample size was statistically determined to be 384. Findings from the study reveal that participants who use Nivea deodorants were more than those who don't and that respondents got to know about Nivea deodorant, through social media, television, radio, word of mouth, and magazine, showing that women through different channels are aware of Nivea deodorant. Findings also revealed that Nivea television advertising encourages habitual buying and variety buying of Nivea deodorants. Findings from the study also revealed that factors that influence the purchasing behaviour of women with regards to Nivea deodorant include recommendation from others and quality of the deodorant. The study concludes that ladies in Benue State are knowledgeable about Nivea deodorants and its varieties through media such as television advertising. The study recommends that Nivea should explore more than just television to advertise their products like deodorants so that women can be aware of them through different channels and Nivea should always make sure their advertisement give their customer a positive impression of their band.