ABSTRACT

This study examined how message characteristics affect consumers’ preferences for selected noodles in Umuahia South Local Government Area, Abia State. The specific objectives were to: ascertain the extent to which the novelty of the advertising message influences the preference for Indomie, Chikki, Mimi and Golden Penny noodles in the study  area; ascertain the extent to  which the news worthiness of the advertising message influences the preference; determine the extent to which courteousness and the use of conversational tone in the advertising message influences the preference; find out the extent to which the conciseness, correctness and accuracy of the advertising message influences the preference; and determine the extent to which the clarity and precision of the advertising message influences the preference. To achieve the objectives of the study survey research design was adopted. The researcher adopted primary data through the use of structured questionnaire. The population of the study were made up of 44631 staff and sample were 200 after adopting simple random sampling. The hypotheses were tested with both simple and multiple linear regression analysis. Simple regression analysis was used to test hypotheses one and two while multiple regression was used to test hypotheses three, four and five. The findings revealed that novelty, news worthiness, courteousness and the use of conversational tone, correctness and accuracy and clarity and precision of the advertising message significantly influence the preference for Indomie, Chikki, Mimi and Golden Penny noodles in the study area. The researcher concludes that, message characteristics of a product conveys core information about the product and aid the consumer make informed decision about the product as information is an integral of marketing activity. Message characteristics perform an important role in marketing communications at the point of sales. They are important elements of modern lifestyle and branding process. The researcher recommended that Indomie, Chikki, Mimi and Golden Penny noodles should maintain novelty of the advertising message in order to enhance their level of consumer preference. Indomie, Chikki, Mimi and Golden Penny noodles should also maintain news worthiness of the advertising message and avoid any form on message deceit that can hamper consume preference. The study further recommends that Indomie, Chikki, Mimi and Golden Penny noodles should adhere to courteousness and the use of conversational tone of the advertising message for the purpose of attracting new customers and maintaining already existing customers.