EFFECT OF ADVERTISEMENT ON CONSUMER PURCHASE DECISION IN FOOD AND BEVERAGES INDUSTRY

ABSTRACT: This study was carried out to examine effect of advertisement on consumer purchase decision in food and beverages industry with special reference to Rite food. Specifically, the study  examine the justification for advertisement in an organization. The study also ascertain various form of advertisement strategies adopted by industry. Lastly, the study examine the impact of advertisement in purchasing decision of consumers. The study employed the survey descriptive research design. A total of 30 responses were validated from the survey.  From the responses obtained and analyzed, the findings revealed that there is a  justification for advertisement in an organization. Also, the various forms of advertising strategies includes display advertising, video advertising and mobile advertising. Lastly, the impact of advertising in purchasing decision is that advertisement attract consumers attention, advertisement arouse consumers interest and advertisement create desire in consumers to purchase the products. The study thereby recommend that the manufacturers  of Rite food should try as much as possible to reduce the price of their product in other to accommodate all their target consumers and not to see advertising as the main reason for price increment. Also, the manufacturers of Rite food should try as much as possible to make their advert consistent in order to increase awareness and more patronage for consumers. Lastly, the study recommend  advertising should be real and interesting so as to call and retain prospective buyers for the advertised product.