Influence of Dangote Noodles Advertisements on Purchasing Habits of Consumers in South-East, Nigeria

Abstract

This study investigates the impact of Dangote Noodles advertisements on consumer purchasing behaviour in South-East Nigeria. It employed the Cognitive Dissonance Theory and Social Exchange Theory to analyze the influence of advertisements on consumer attitudes, brand awareness, and purchasing decisions. A quantitative research design was used which is the descriptive survey. From a total population of 16,381,729, a sample size of 400 respondents was arrived at, using the Taro Yamane formula. Data were collected from 391 valid responses across three states—Anambra, Enugu, and Imo. The findings revealed that Dangote Noodles advertisements significantly influence consumer behaviour, with more than 97% of respondents indicating familiarity with the brand. Key factors such as emotional appeal, brand trust, and product visibility were identified as influential in shaping purchasing decisions. The study also highlighted the pivotal role of media platforms—including television, radio, and social media—in enhancing brand loyalty and fostering repeat purchases. Based on these findings, the study recommends that Dangote Noodles should focus on emphasizing product quality in its advertisements, consistently showcasing the product's superior quality and nutritional benefits. Additionally, it suggests expanding distribution channels to ensure broader availability in various retail formats, including local markets and supermarkets, while also establishing avenues for consumer feedback to better understand preferences and experiences. Finally, the study proposes that future research extend the scope of this investigation to explore broader market trends. Implementing these recommendations will enhance Dangote Noodles' advertising effectiveness, increase consumer engagement, and foster long-term brand loyalty in an increasingly competitive market.