IMPACT OF DIGITAL MARKETING ON CONSUMER PATRONAGE OF MANUFACTURED GOODS, A STUDY OF NASCO FOODS LIMITED

This study examined the impact of digital marketing on consumer decision-making, patronage, and loyalty, with specific reference to NASCO Foods Limited, a leading food manufacturing company in Jos, Nigeria. The study aimed to determine how digital marketing influences consumer awareness and purchasing decisions, identify challenges limiting its effectiveness, assess the role of consumer trust and platform credibility, and evaluate how privacy concerns affect online patronage. A descriptive survey research design was adopted, and data were collected through structured questionnaires administered to 385 respondents, out of which 332 were correctly filled and analyzed. The data were presented using frequency tables, percentages, means, and standard deviations.The findings revealed that digital marketing significantly influences consumer behavior by increasing awareness, shaping purchase decisions, and strengthening brand loyalty. Digital tools such as social media advertising, online promotions, influencer marketing, and personalized adverts were found to be highly effective in engaging consumers and encouraging repeat patronage. However, the study also identified key challenges including poor internet connectivity, high data costs, limited access to digital devices, overreliance on social media platforms, and persistent privacy and security concerns that affect consumer trust in online transactions. Despite these challenges, digital marketing remains more interactive, cost-effective, and persuasive than traditional marketing methods. The study concluded that digital marketing is a critical driver of consumer engagement and loyalty in Nigeria’s food manufacturing sector, but its full potential can only be realized through improved infrastructure, data security, and diversified digital strategies. It recommended that NASCO Foods should strengthen its online engagement, diversify its digital channels beyond social media, adopt robust data protection measures, and invest in digital literacy and customer service systems. By addressing these challenges, the company can build stronger consumer relationships, enhance brand credibility, and sustain long-term competitive advantage in the digital marketplace.