Advertisement and Consumers Behaviour among Selected Manufacturing Firms in FCT Abuja

Abstract

This study examines the impact of advertising on consumer behavior in the context of selected manufacturing firms in the Federal Capital Territory (FCT), Abuja. The research focuses on the effects of advertisement frequency, social media advertising, ad content personalization, and advertisement format on brand loyalty, purchasing decisions, consumer engagement, and consumer recall. Using a descriptive cross-sectional survey, the study gathered data from 400 consumers of Dangote Group, Nestle Nigeria PLC, Unilever Nigeria, Cadbury Nigeria, and Friesland Campina products. The findings reveal a significant positive relationship between advertisement frequency and brand loyalty, indicating that frequent exposure to advertisements strengthens consumer attachment to a brand. Additionally, personalized ad content was found to significantly influence consumer engagement, while advertisement format was a key factor in consumer recall. However, social media advertising showed a weaker impact on purchasing decisions in the context of Abuja. Based on these findings, the study recommends that manufacturing firms increase advertisement frequency, refine social media strategies, focus on personalized advertising, and invest in creative advertisement formats to improve consumer engagement and recall. The research highlights the importance of strategic advertising in shaping consumer behavior and strengthening brand loyalty in a competitive market.