The Effect Of Advertising On Consumer Brand Loyalty In The Food And Beverages Industry. A Case Study Of Seven-Up Bottling Company Plc, Aba Plant.

ABSTRACT

This research work centered on "the effect of advertising on consumer brand loyalty in the food and beverages industry' with case study of Seven-up Bottling Company Plc, Aba Plant. It aimed at knowing what cause high degree of brand loyalty among customers, which affect their brand loyalty as regards new and existing products in the market. The researcher used descriptive research survey which involves observation and experience, and also field survey research, which involves questionnaires and face-to-face oral interview. The population of the study was Five Hundred and Fifty (550) workers of Seven-up bottling Company Plc, Aba Plant. The sampling technique used were non-probability sampling technique, due to the sample were not selected by chance, were the sample size is two hundred and Twenty Nine (229). It was found out that advertisement strictly increase consumer loyalty over a given brand. Finally, I recommend for further study on the topic which I was not able to finish due to some constraints like: finances, short length of time, logistic reasons and some other academic programs also necessary for the award of Bachelor of Science (B.Sc) Degree.