This study examined the influence of television advertising on consumer purchasing decisions of Nestlé Milo beverage in South East Nigeria. The research specifically focused on how appeal strategies used in television advertisements affect consumers’ evaluation of alternative products, as well as how branding elements in television advertising influence consumer problem recognition. A survey research design was adopted, involving a sample of 360 respondents. Data collected were analyzed using correlation techniques to determine the relationship between television advertising variables and consumer purchasing behavior. The findings revealed a significant positive relationship between advertising appeal strategies and consumers’ evaluation of alternatives, as well as a strong positive impact of branding elements on consumer problem recognition. The study concludes that television advertising plays a crucial role in shaping consumer purchasing decisions, particularly through persuasive appeal strategies and consistent branding. It recommends that Nestlé should continue to strengthen its television advertising efforts by maintaining strong persuasive messages and consistent brand identity in order to enhance consumer awareness, reinforce product recognition, and improve preference for Nestlé Milo in the competitive beverage market.
Chizara Elizabeth Ejim (Mon,) studied this question.