Canadian Social Science
An Assessment of the Infl uence of Advertisement on Patronage of Beauty Care Products in Lokoja Metropolis, Kogi State, Nigeria
Abstract
In order to survive and successfully operate in a competitive environment, makers of beauty care products attach great importance to advertising products. The essence of advertising product is to provide consumers with product information as well as persuading them to buy. The consumers of beauty care products on the other hand dissect relevant information passed on in an advertisement in order to meet their beauty needs. The article intends to find out consumers expectations from beauty care products, and what aspect of advertisement influences patronage of beauty care products of their choice. It is also aimed at determining the extent to which advertisement influences purchase of beauty care products. A survey in Lokoja metropolis discovered that, the expectations of consumers of beauty care products are beauty, freshness, youthfulness, protection and confi dence; and that advertisement largely influence consumer’s behaviour to beauty care products.
Key words: Advertisement; Advertising; Beauty care products; Patronage
Résumé Afin de survivre et de fonctionner avec succès dans un environnement concurrentiel, les fabricants de produits de soins de beauté attachent une grande importance à la publicité des produits. L’essence de la publicité des produits est de fournir aux consommateurs des informations sur les produits ainsi que de les persuader d’acheter. Les consommateurs de produits de soins de beauté, d’autre part disséquer les informations pertinentes transmises dans un message publicitaire afi n de répondre à leurs besoins de beauté. L’article a l’intention de renseigner sur les attentes des consommateurs des produits de soins de beauté, et quel aspect de la publicité infl uences patronage de produits de soins de beauté de leur choix. Il vise également à déterminer la mesure dans laquelle publicité infl ue sur l’achat de produits de soins de beauté. Une enquête dans la métropole Lokoja découvert que, aux attentes des consommateurs de produits de soins de beauté sont la beauté, la fraîcheur, la jeunesse, la protection et la confiance, et que la publicité largement influer sur le comportement des consommateurs aux produits de soins de beauté.
Mots clés: Publicité; Publicité; Produits de soins de beauté; Le patronage
Keywords
DOI: http://dx.doi.org/10.3968/j.css.1923669720120802.1015
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