ABSTRACT

This study examined television advertising and consumer patronage of soft drink in Uyo urban. The population of the study consisted of 436,606 persons. Using Taro Yamane formula, the sample for this study consisted of 400 persons who have acknowledged patronizing soft drink at one point in time. The study employed the use of survey with questionnaire as instrument for data collection. Findings from the study revealed that Uyo urban residents are familiar with television advertising and they purchase their choice of soft drink due to the advertisements on television. However, the advertising message, the price of the product and the use of celebrities are the features that will enhance consumer patronage in television advertising. The findings of this study therefore buttress the need for advertisers to improve purchase of soft drinks by looking at where their competitors are pricing their products and consider selling theirs either for less money or a higher price.