Abstract
This study examined the influence of television advertising on consumer buying behaviour, using NTA Abuja’s Close-Up toothpaste commercials as a case study. Specifically, it investigated how television advertising affects consumer motivation, perception and satisfaction, as well as brand loyalty and repeat purchase behaviour. Anchored on the Cognitive Dissonance Theory (Festinger, 1957) and the AIDA Model (Lewis, 1898), the study adopted a survey research design involving a sample of 394 respondents selected through cluster sampling from residents of the Federal Capital Territory, Abuja. Data were collected using a structured questionnaire and analysed with descriptive statistical tools such as frequency distributions and percentages. Findings revealed that 90.1% of respondents were exposed to NTA Abuja’s Close-Up advertisements, and 83.1% indicated that the commercials motivated their purchasing decisions. Moreover, 88.8% expressed satisfaction with the advertisement’s message and delivery, while 71.9% affirmed that repeated exposure enhanced brand loyalty and sustained patronage. The study concludes that television advertising remains a persuasive and impactful marketing communication strategy in Nigeria, capable of shaping consumer awareness, perception, and purchasing patterns. It recommends that advertisers integrate multi-channel communication strategies, including social media and direct marketing, to complement television campaigns. Ethical approval was obtained for the study, and informed consent was secured from all participants prior to data collection.
Keywords: Television Advertising; Consumer Behaviour; Cognitive Dissonance Theory; NTA Abuja; Brand Loyalty; Close-Up Toothpaste.
DOI: www.doi.org/10.36349/sojolics.2025.v01i01.030
author/Zakari, M. J., Olubodede, E. O., & Yahuza, M.
journal/Sokoto JOLICS 1(1) | June 2025 |
