ABSTRACT
The
major thrust of this research is to examine the Influence of advertising on
consumer buying habits of competing brands in Ikeja and Ikorodu community of
Lagos State using Orijin and Alomo bitters as case study. It is believed that for any profit making
organization to succeed in this competitive society there is need for
advertisement. Advertising has formed part of the successful promotion device
that any profit making organization must not toy with if such company wants to
succeed. Survey research method was adopted in which 200 copies of
questionnaires were administered to respondents in Ikeja and Ikorodu through
accidental sampling technique and 180 copies were retrieved. Data analysis and
interpretations of findings was based on frequency and percentage method. It is
deduced that majority of the respondents still prefer Alomo bitter to Origin
bitter. While the nature of job, type of peers and social background have been
attributed as some of the reasons many consumers prefer for either Alomo or
Orijin. Also, respondents established
that drink of bitters boost their energy and enhance sexual pleasure. It is
recommended that some version of this bitter can be produced using lemon and
ordinary water to produce it as some religion is against drinking of alcoholic
thereby prevent many Muslim faithful who may want to consume it.
