ABSTRACT
This research project centered on
consumer’s perception on advertising message on buying behaviors, using
Unilever Nigeria Plc as a case study. Advertisement is not only to attract and
hold the intention of the readers but also to create an interest and desire to
buy. Advertising is a marketing process which utilizes advertising directed to
prospects as a means of meeting objectives. As a marketing tool, advertising is
unique. It reliably and quickly deliver messages efficiently and it’s a commercial
profession of craft that seek to develop an efficient manner as much as
possible unless a communication has its purpose as the sales of product or
services or idea. Though, it is not considered as a proper advertising, for
instance, the publication of as message in newspaper by a public announcement,
since the ultimate exchange of money for goods and services is not involved. A
critical review to related literature was made. Relevant theories were used to
gratify the study. Quantitative research design was used in which
cross-sectional survey method was adopted while the data collection instrument
was questionnaire. Findings have shown that most customers buy quality and
tasty product, while most customers believe that Unilever product advertisement
in Nigeria is good. Finally, it is therefore recommended that the company
should lay more emphasis on the advertisement of their other products, such as Omo,
Lux, Lipton, Blue Band, Vaseline, Sunlight.
