ABSTRACT

The research investigates the effect of advertising on consumer brand preference for selected noodle products in Abia state Nigeria. the objective is to examine the effect of word of mouth on consumer brand preference for noodles. The researcher used the taro yahmah sample determination and primary data were adopted in getting the required information. In testing hypothesis descriptive statistics, regression analysis and correlation coefficients were used for the study. Data were obtained from 390 respondents of' the selected noodles product in Aba and Umuahia. However, the researcher found out that the effect of advertising on consumer brand preference for selected noodle products correlates positively that there is a strong direct relationship with advertising and brand preference. Therefore the researcher concludes that advertising plays major role in influencing consumers brand lrel1'ence for noodles in the market place. Based on this findings, the researcher recommends that noodle manufacturers should know that there is need for organizations to continuously conduct research to effectively understand the demographical, behavioural arid psychographic distributions/characteristics of there present and potential consumers. Also firms should be interested in choosing advertising medium that has a wider coverage and reachability considering the huge financial outlay involved in advertising.