ABSTRACT

The research was on the effect of advertising on consumer pretense of soft drinks. The major objective of the study is to examine the effect of advertising on consumer preference of 7up product in Abia State. However, the specific objectives are: to ascertain the effect of radio advertising on customer preference of the films products to examine the effect of television advertising on customer preference of' the firms product; to examine the effect of magazine advertising on customer preference of firms product; to ascertain the effect of newspaper advertising on the firms product. The population of the study is 2,833,999, the sample size is 400, it was determined through the Taro Yamen's method. And the tools for the study hypotheses were tested using multiple regression and correlation. The study has shown that the effect of advertising on the selection of 7up product to influence the consumer patronage in Abia State. The coefficient of frequency of purchase of 7up product was significant at 1 percent probability level with a positive sign. This meant that there is a positive relationship between frequency of' purchase of 7up product advertised. It is therefore recommended that 7up product marketers should use adverts that may interest and influence the aged ones, also 7up product marketer should use a good and effective media when advertising to influence consumers.