Impact of Television Advertisement on Undergraduate Students’ Purchase Decision on Indomie Noodles
Abstract
This study surveys undergraduate students’ views on the effect of television advertisement on their purchase of indomie noodles. 392 respondents, drawn from the Business Administration unit of Abia State University were studied. The structured questionnaire was administered on the select respondents. The SPSS version 20 students t-test was used to test stated hypotheses. Finding disclosed that television advertising has a significant influence on students’ preference, patronage and repeat purchase of indomie noodles. The study recommends that Advertising messages should be clear, credible and precise so that the target market will not give different meanings to it and that noodles marketers should see television advertising as a long-term investment into the life of products and not be discouraged by the early, immediate low returns of advertisements.
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