Effects of Media Advertising On Consumers’ Purchase Intent in Awka, Anambra State: A Study of Hero Beer.

Abstract

The effects of media advertising on Hero beer on consumers’ purchase intent in Awka, Anambra State, were tested in this study, using the AIDCA theory of advertising, an extension of AIDA. AIDCA is an acronym for the attention, interest, desire, conviction, and action which an advertisement is expected to induce in consumers. The study focused on the effects which the variables of media advertising (TV, radio, and billboard) had on beer consumers’ purchase intent of Hero beer, using the AIDCA model, as well as the effect of a combination of these variables (media-mix) on purchase intent. Through a survey of a judgementally determined sample of 200 beer consumers in the study area, the study used questionnaire to generate the required data. Using a linear regression model, the media advertising variables significantly explained 50% (R Squared =.506 &.494) of the variability in the consumers’ purchase intent and AIDCA, the dependent variables. The R Squared was largely attributable to all but one of the media advertisements. In other words, the findings of the study showed that media advertisements of TV and radio had a significant influence on consumers’ purchase intent, while radio and billboard advertisements had significant influence on the attention, interest, desire, conviction, and action (AIDCA) of consumers of Hero beer. The media-mix of radio and billboard mostly influenced consumers’ purchase intent of Hero beer. Based on the findings, recommendations were made on the need to adopt the AIDCA theory in the evaluation of the effectiveness of media advertising of other brands of beer on consumers’ purchase intent, while more attention is focused on using television medium (infomercials) to encourage consumers to purchase Hero beer. For further testing of the efficacy of the AIDCA theory, further studies should replicate the theory and methodology used in this study, with other media of advertising.