Advertising Messages and Consumer Stimulus-Response of Fast-Moving Consumer Goods in Lagos State, Nigeria
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Date
2023-12
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Lead City University
Abstract
Despite the advent of customer relationship marketing, companies continue to struggle with the issue of consumer stimulus response. This is also evident in the Nigerian fast moving consumer goods, otherwise known as household brands. Premised on this assertion, the study assessed the effect of advertising messages on consumer stimulus-response of selected household brands in Lagos, Nigeria. Specifically, the study disaggregated Consumer stimulus-response into customer awareness, customer interest, customer conviction and customer action. Meanwhile, the advertising message was disaggregated into source credibility, social imaging, entertainment and message appeal. This study adopted a descriptive survey research design, and the infinite population of customers of FMCGs in Lagos State. Sample of 384 respondents were computed using the Conchran formula. The study adopted a multi-stage sampling technique. A validated questionnaire was used to collect data. The Cronbach’s alpha reliability coefficients for the constructs ranged from 0.738 to 0.87.The response-rates of 89.1% were obtained. Data were analysed using descriptive and inferential statistics. Findings revealed that source credibility have significant effect on awareness of fast-moving consumer goods (R2=0.352 p=0.000). Social imaging has significant effect interest in fast moving consumer goods (R2=0.455; p=0.000). Entertainment significantly stimulates conviction in using of fast-moving consumer goods (R2=0.268; p=0.000). Message appeal have significant influence consumer action of fast-moving consumer goods in Lagos State, Nigeria (R2=0.288; p=0.000). This study concluded that advertising messages affects consumer stimulus-response of selected household brands in Lagos, Nigeria. The study recommended that management of the selected FMCGS brands should continuously develop products and ensure such products are advertised in the right manner, while ensuring the message appeals to the ears and hearts of consumers.
Keywords: Advertising messages, Awareness, Consumer Stimulus-Response, Conviction, Message Appeal, Source Credibility.
Word Count: 265
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Keywords
Advertising messages, Awareness, Consumer Stimulus-Response, Conviction, Message Appeal, Source Credibility.
Citation
Kate Turabian