THE INFLUENCE OF OMO DETERGENT TELEVISION COMMERCIALS ON CONSUMER’S PATRONAGE OF THE PRODUCT

Abstract

The study investigated the influence of Omo Detergent Television Commercials On Consumer’s Patronage Of The Product In Warri Metropolis, to which three (3) major questions serve as a guide. The question includes, Is Omo detergent television commercials capable of influencing consumer to purchase the product? What is the attitude of consumers in Warri metropolis towards Omo detergent television commercials? What   appeals to consumers of Omo detergent in television commercials of the product ? The study was anchored on agenda setting theory and the diffusion of innovation theory. The survey method of research was adopted with the use of 20 item questionnaire distributed to 150 respondents in Warri metropolis, which constituted the study population. Data was drawn through a random sampling technique and were presented and analyzed with the aid of simple percentages and frequency table. The major findings of the study shows that respondents use Omo detergent products, that audience use of Omo detergent product was because of it television commercials, that customers are moderately  satisfied the with the level  of Omo detergent television commercials, findings also showed that the respondents have a favourable attitude towards Omo television commercials, finally, findings showed that exposure to television commercials of Omo detergent influences customers patronage of the product. Based on the findings the study recommended that;  omo detergent television commercials should be creative and contain music or phrase that will attract the audience, Advert should be repeated as often as possible so as to retain potential consumers, television commercials of Omo detergent should occasionally be accompanied with incentives in form of gift items and promo to encourage audience continuous exposure to television advertising, finally, Constant research should be carried out to keep up with changes in consumer needs.