Influence of Drama in the Advertising of Indomie Noodles on Consumers’ Buying Behaviour in Calabar South

This study examined influence of drama in the advertising of Indomie Noodles on the buying behaviour of consumers in Calabar South. The major aim was to ascertain the buying behaviour of consumers of Indomie Noodles in relation to dramatic advertising of the brand. Four specific research objectives formulated for the study were to examine the influence of exposure to dramatic advertising of Indomie Noodles on consumers’ buying behaviour in Calabar South; examine the influence of drama in advertising on consumers' awareness and recall of Indomie Noodles in Calabar South; examine the influence of drama in advertising on consumers’ preference of Indomie Noodles in Calabar South; and to ascertain the influence of drama in advertising on demand for Indomie Noodles in Calabar South. Conceptual review covered advertising and consumers’ buying behaviour. The study was anchored on AIDCA Model and the Consumer Behaviour theory. The questionnaire was used for data collection. Data gathered were presented in frequency tables and analysed using weighted means score. The major finding was that the use of drama in the advertising of Indomie Noodles has significant influence on the buying behaviour of consumers. In this regard, it was recommended that, in order for the brand to maintain its dominant position in the market, it should continue leveraging on aggressive marketing through advertising that seems to be successful for the brand. The brand should continue striving for more exposure in the market. Also since the use of drama in advertising has given the brand successful edge, the brand should extensively use the strategies to enable it gain more exposure, recognition, and consumers’ patronage.

Advertising, Consumer, Consumer Buying Behaviour, Indomie Noodles

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