ASSESSING THE EFFECTIVENESS OF PUBLIC RELATION STRATEGIES ADOPTED BY FOOD VENDORS ON FOOD PURCHASE AMONG JABU UNDERGRADUATES

This project examined the “Effectiveness of Public Relations Strategies Adopted by Food Vendors on Food Purchase Among JABU Undergraduates”. The project aimed at assessing the effectiveness of public relations in influencing food patronage among undergraduate students at Joseph Ayo Babalola University (JABU), identifying the most effective PR channels (e.g., social media, word-of-mouth, promotions) in driving food patronage among JABU students, evaluating the extent to which PR influences students' purchasing decisions and their loyalty to specific food vendors, identifying the factors affecting undergraduate students’ responses to public relations messages about food services at JABU. The theoretical framework is premised on the Uses and Gratifications Theory and the Social Influence Theory. The research employs a quantitative research design and the instrument used is questionnaire. Findings reveal that public relations strategies significantly influence food patronage, with word-of-mouth and social media emerging as the most impactful channels. The majority of respondents reported that PR efforts shape their food purchasing behaviour and foster loyalty to specific vendors. Additionally, factors such as food quality, hygiene standards, and peer recommendations were identified as key drivers of students’ responsiveness to PR messages. The study concludes that effective and consistent use of strategic communication enhances vendor visibility and customer retention. Recommendations include improving message credibility, leveraging peer influence, and maintaining high service standards to maximize PR outcomes.