EFFECT OF ADVERTISING ON CUSTOMER PATRONAGE; A CASE STUDY OF COCA-COLA PLC LAGOS, NIGERIA.

This study examines effect of Coca-Cola’s advertising efforts on customer patronage in Lagos, Nigeria. The research focuses on three key advertising mediums billboard, television, and online platforms, to assess their effectiveness in influencing consumer purchasing behavior, shaping buying decisions, and fostering brand loyalty. A descriptive survey design was employed, with data collected from 400 respondents in Lagos using structured questionnaires. The findings reveal that billboard advertising significantly enhances brand visibility and recall, with 74.7% of respondents frequently noticing Coca-Cola billboards and 82.8% finding the messages clear and memorable. Television advertising proved highly effective in driving brand recall and purchase decisions, as 91.7% of respondents acknowledged its influence. Online platforms, particularly social media, played a crucial role in fostering customer loyalty, with 73.9% of respondents affirming their impact. Statistical analyses, including Chi-square tests, confirmed the significant relationships between these advertising mediums and consumer behavior (p < 0.001). The study concludes that Coca-Cola’s integrated multichannel advertising strategy, combining traditional and digital media, is instrumental in maintaining its market dominance in Lagos. Recommendations include continued investment in strategic billboard placements, culturally resonant television ads, and enhanced digital engagement to sustain consumer loyalty. This research contributes to the broader understanding of advertising effectiveness in competitive urban markets and aligns with theoretical frameworks such as the AIDA Model and Brand Loyalty Theory. Keywords: Advertising, Customer Patronage, Coca-Cola, Billboard, Television, Online Platforms, Lagos, Nigeria. Word count: 14786