CONSUMER'S PERCEPTION OF CULTURAL SENSITIVITY IN ADVERTISMENT OF SOFT DRINKS INNIGERIA (A STUDY OF LIVE IT NOW PEPSI ADVERTISEMENT)

This study addresses the growing need for cultural sensitivity in advertising, focusing on consumer perceptions and reactions to culturally diverse campaigns. The research highlights that despite the importance of acknowledging cultural nuances in advertisements, brands often struggle with aligning their messaging effectively to resonate with diverse audiences. Specifically, this study investigates the factors influencing consumer perceptions of cultural sensitivity, explores its impact on consumer attitudes, and identifies challenges faced by advertisers. Grounded in Social Identity Theory, Cultural Dimensions Theory, and Communication Accommodation Theory, this research provides a theoretical framework to understand how cultural factors shape consumer behavior. Employing a descriptive research design and mixed-method approach, the study examines youths in Ogun State, Nigeria, with a particular focus on the "Live It Now" advert by Pepsi. Using stratified sampling across the state's geopolitical zones, data was collected through surveys and interviews, with analysis incorporating both quantitative and qualitative methods. Findings indicate that cultural identity, as posited by Social Identity Theory, significantly influences consumer attachment to brands that respectfully represent cultural elements, with demographic factors playing a considerable role. For instance, consumers resonated more with advertisements reflecting local cultural themes, highlighting the need for tailored advertising strategies. Overall, the study reveals that culturally sensitive advertising enhances brand perception, consumer trust, and engagement. The findings emphasize that brands, by applying these theoretical frameworks, can effectively reach diverse audiences, making advertising not only more inclusive but also more impactful. This research contributes actionable insights for advertisers, suggesting best practices for culturally aligned, relatable, and respectful marketing efforts.