EFFECT OF ADVERTISEMENT ON CONSUMER PURCHASING DECISION IN LAGOS STATE, NIGERIA; A STUDY OF MTN NIGERIA
Keywords:
Advertising, consumer purchasing decision, MTN Nigeria, perceived risk, Elaboration Likelihood ModelAbstract
This study examined the effect of advertisement on consumer purchasing decisions in Lagos State, using MTN Nigeria as a case study. Advertising remains an important marketing communication tool for creating consumer awareness, shaping attitudes, reducing uncertainty, and influencing buying behaviour. The study adopted a survey research design, and primary data were collected from 187 respondents through structured questionnaires administered across selected areas of Lagos State in 2024. Data were analysed using descriptive statistics and Pearson product-moment correlation. The findings revealed a significant positive relationship between advertisement and consumer purchasing decisions, with the result showing that advertisement was moderately associated with consumers’ buying behaviour (r = 0.481, p < 0.01). The study also found a strong positive association between exposure to advertised services and consumer preference for such services (r = 0.765, p < 0.01). However, since Pearson correlation measures the strength and direction of a relationship rather than a statistical difference, the second result should be interpreted as an association rather than evidence of a significant difference between advertised and non-advertised services. A t-test or ANOVA would be required to test such a difference. The study concludes that effective advertisement influences consumer awareness, perception, and purchasing decisions by providing information that guides consumer choice. It recommends that companies adopt truthful, targeted, and socially responsible advertising strategies, while consumers should critically engage with advertisements before making purchase decisions.References
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