THE INFLUENCE OF ADVERTISING ON YOUTHS PATRONAGE OF ENTRIES IN NIGERIA
ABSTRACT
This study discussed on the influence of advertising in the patronage of fast food firms in Nigeria. Findings revealed that service quality, atmospheric quality, perceived value, environment, consumer demographics and modernity are significant factors influencing the behaviour of customers towards patronizing the fast food restaurants. To attract more patronage, the study recommends that fast food restaurants operating in Nigeria should endeavor to improve on their Service Quality, Atmospheric Quality, Perceived Value, Environment, Consumer Demographics and Modernity.
CHAPTER ONE
INTRODUCTION
In this project the researcher concentrates on the relevance of advertising as a determinant of consumer patronage in fast food industry, once a new product has been produced. The next thing to do is to bring it to the notice of customer and this is done through advertising. It is through this advertising that customers get aware of an existing product.
BACKGROUND OF THE STUDY
Advertising is a powerful communication tools used by companies to fulfill their promotional task. It is a promotional tool which its relevance and contribution is social economic and ethical sphere is immeasurable. It is the only communicate existence of quality of their product to the target audience. It is not only used by profit oriented organization, but also by politician’s government and other charitable organizations.
American marketing association (AMA) defines advertising and promotion of ideas goods and services by an identified sponsor. The word any paid form distinguishes advertising from personal selling because it is used to reach large number of audience through mass media. It is not a face to face presentation.
It may compliment of supplement the job of personal selling but must pass through the media. Advertising is personal selling in print and electronic media. Advertising promotes both tangible and intangible goods. It is for both profit and non profit and service organization such as banks, insurance companies, church, transport companies, government prostates such as power holding company of Nigeria (PHCN) and political parties and their candidates tangible goods.
STATEMENT OF THE PROBLEM
Despite fact that past studies by researcher revealed that advertising is a determinant of consumer patronage most of the studies were done in environment different from Nigeria business environment and mainly focused on multinational co-operations. Furthermore, a lot of organizations especially the small and medium scale are not convinced enough, and as such pay little in a firms marketing programme, a lot of complaints have been leveled against it some of the issue associated with advertising falls in between the n advertiser (firm) and the audience (customers0 inability of the advertiser to evaluate customers before embarking on advertising, most advertising agencies lack professional character due to the inadequate qualification of personal and lack of training. As such they tend to alter the real intentions of the advertiser (Advertising organization). At times advertising which the audience fined it difficult to comprehend.
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