ABSTRACT
The
study examines the influence of television advertisement on the choice of hair
relaxer among female undergraduates. The study is quantitative in nature with
the use of cross sectional survey method. The data collection instrument for
the study is questionnaire and personal interview. The population of the study
is 2,280 out of which 150 were purposively selected and sampled. The data
collected were analyzed using descriptive statistics with the use of frequency
and percentage coupled with the tables. It was recommended that marketers
should understand that what consumers want in a product is satisfaction. The
study enlightened female undergraduates more on hair relaxer products that suit
their hair texture. Therefore manufacturers are encouraged to produce quality
hair relaxer products bearing in mind that no consumer can go a second time for
a product that fail to satisfy her. While advertising can help sell a product,
it can do nothing to help a sub-standard one.