Effect of Advertising on Customers’ Patronage of Peace Mass Transit Limited in Calabar, Nigeria
Publication Date: 21/07/2023
Author(s): Glory Sunday Etim, Joseph Akam Mpoun, Nneoyi Nnana Arikpo, Geraldine Banku Mbu-Ogar.
Volume/Issue: Volume 3 , Issue 2 (2023)
Abstract:
The study examined the effect of advertising on customers’ patronage in Peace Mass Transit Limited in Calabar. It sought to explore the relationship between advertising (on radio, television and billboard) and customers’ patronage. The research design used for this study is the survey method. Primary data were collected using questionnaire instrument. Data analysis was done using Pearson’s correlation method. Based on the results, it was revealed thus, radio, television and billboard advertisement had a significant relationship with customers’ patronage. Therefore, the following recommendations were made: the company should devise effective strategy on how advertising will lead to growth of the organization; the management should be monitoring the activities sales product so that marketing objectives could be properly determined; the organization should implement policies on advertising and how it could be well planned.
Keywords:
Advertising, Radio advertisement, Television advertisement, Billboard Advertisement, Customer Patronage
