Abstract

Between 2006 and 2011 the number of banks operating in Oyo town increased from three to eight. Within the town, bank employees appear highly rated on economic and social indices. They are usually recognized in socializing arenas such as beer drinking rendezvous as being in a class of their own. This study was carried out to establish the relationship between exposure to TV commercials and preference for beer brands among male bank employees. The Survey method and purposive sampling technique were adopted. One hundred males were interviewed using a questionnaire administered in five out of the eight banks. Ten persons were also orally interviewed. The study revealed a relationship between television advertising of beer and consumption rate.  TV advertising had a reasonable influence on consumer brand awareness and interest to drink beer. However, the most determinant factor for consumer preference was quality.  However, price increase can make 2% of the sample to think twice on consuming such brand.

Key Words: Preference, Brand, Advert impact, Male bank employees, Beer

^JCMRJournal of Communication and Media Research, Vol. 4, No. 1, April 2012, 177 - 188

© Delmas Communications Ltd.

About the author

*Malachy Onyeka Udejinta is a Lecturer in the Department of Communication and Media Studies, Ajayi Crowther University, Oyo, Oyo State, Nigeria.

Full Article

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