ABSTRACT

 The study examines the effect of advertising on Nigerian consumers with a special focus on the fast moving consumer goods in Nigeria. The major objective of this study is to determine the effect of television advertising on the consumers of FMCG in Imo State. The hypotheses generated were in line with the study objectives and research questions. An in-depth review of current literatures shows that advertising has various degrees of influence on the consumer attitude formation. A survey method approach was adopted to objectively review the variables understudy. The population of the study is the consumers in Owerri environ and their suppliers/sellers. The survey shows that a normal distribution of data and the analysis of the hypotheses were done using Pearson correlation analysis. The findings of the study show that television advertising has a strong significance impact on brand awareness, brand loyalty and the commitment of the consumers on the brand. The other result shows that television advertising moderately influence accelerated sales and the target market. Television advertising is very weak in driving sales patronage and acceleration of sales from the suppliers or consumers point of view. The study recommends that efforts should he made to add creativity in the TV advertising of FMCG as the publicity and in a manner that it guarantees the safety and healthy intake for the consumers. The study findings generated an sustainable and reliable recommendations that when implemented it will help to improve the application of advertising in the fast moving consumer goods industry in Nigeria.