THE IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR IN NIGERIA: (A CASE STUDY OF PZ NIGERIA PLC)

ABSTRACT This study investigates the impact of advertising strategies on consumer behaviour in Nigeria, using PZ Nigeria PLC as a case study. The objectives of the study were to examine the influence of advertising on consumer purchase decisions, to identify the most effective advertising media used by PZ Nigeria PLC, and to evaluate consumer attitudes towards the company’s advertisements. The research employed a survey design, with data collected through structured questionnaires administered to a sample of respondents. Statistical tools, including frequency distribution, percentages, and Chi-square test, were used for data analysis. The findings revealed that advertisements significantly influence consumer purchase behaviour, with a majority of respondents acknowledging that PZ advertisements are informative, trustworthy, and capable of motivating purchase decisions. Television was identified as the most effective advertising medium, followed by radio and social media. The Chi-square analysis confirmed a significant relationship between advertisement awareness and consumer purchase behaviour. The study concludes that effective advertising strategies are crucial for influencing consumer attitudes and driving sales. It recommends that PZ Nigeria PLC should continue to strengthen its advertising messages, diversify its use of modern digital platforms, and ensure credibility and transparency in its promotional campaigns to sustain consumer trust and loyalty.