PERECEIVED INFLUENCE OF ONLINE ADVERTISEMENTS ON THE PURCHASE BEHAVIOR OF CONSUMERS OF PEPSI COLA: A CASE STUDY OF AJAYI CROWTHER UNIVERSITY UNDERGRADUATES

This research project work was centered on the Impact of Advertisement on consumer preference on Pepsi-Cola. Ajayi Crowther University Undergraduates was use as case study. The purpose of this study was to find out how online advertisement raise brand awareness, affect purchase decisions and encourage consumer engagement while also considering other factors that influence brand preferences. Use of Hierarchy of Effects Model,The Reasoned Action, Elaboration Likelihood Model were seen as being relevant for the study. In other to get effective responses on this study, the survey method was adopted. The structured questionnaire was used to gather relevant responses from the respondent. Questions were adequately answered, thereby providing the findings for the study. From the findings, it was discovered that majority of the respondents frequently see pepsi cola advertisement online, especially on social media platforms like Instagram, TikTok, YouTube, Facebook. They responded best to celebrity endorsement. However, while online advertisement help raise brand awareness, they do not directly drive purchase decision in all case other factors like affordability, test, peer influence, availability in stores of advertisement is also involved. The basic recommendation for this service study is that online advertisement play an important role in increasing brand visibility and sparking interest among consumers, undergraduate student purchase are effected by several factor beyond just advertising. Also for pepis cola to stay competitive, it should keep using engaging digital content, work with influencers, and run promotions while also addressing consumer about the price and availability and future research should look into the psychological effect of online advertisement on the purchasing decision and compare them with other brand in the soft drink market.