Deceptive Advertisement and Consumer Patronage of Household Products (A Study of Selected Nigerian Detergents)
| dc.contributor.author | Odigie Joseph Dayo | |
| dc.contributor.author | Odunlami Olusegun Abimbola | |
| dc.contributor.author | Oluyemi Abimbola Adekemi | |
| dc.date.accessioned | 2025-04-14T09:45:10Z | |
| dc.date.available | 2025-04-14T09:45:10Z | |
| dc.date.issued | 2024-12 | |
| dc.description.abstract | Deceptive advertising has become a critical concern in Nigeria's detergent market, as it erodes consumer trust and influences purchasing behaviour. This study, grounded in the elaboration likelihood model (ELM), investigated consumer perceptions of deceptive advertising and its impact on patronage within the Nigerian detergent market with special focus on Ifo Local Government Area, Ogun State. The study adopted descriptive survey research design, with a sample of 384 detergent consumers selected through convenience sampling from a population of 539,170. A structured questionnaire was used to gather data on consumers' experiences with deceptive advertisements, and the results were analysed using SPSS and Chi-Square analysis was also done to show the relationship between the consumer trust, consumer loyalty and deceptive advertisement. The findings revealed a significant number of consumers perceived detergent advertisements as misleading, particularly regarding product effectiveness and celebrity endorsements. The study concluded that deceptive advertising negatively affects consumer trust and loyalty, and calls for greater transparency in marketing practices. The study recommended, among others, that regulatory bodies enforce stricter advertising guidelines and that advertisers and manufacturers should prioritise honest and transparent promotional practices. | |
| dc.identifier.citation | Odigie, J.D, Odunlami, O.A and Oluyemi, A.A. (2024). Deceptive Advertisement and Consumer Patronage of Household Products (A Study of Selected Nigerian Detergents). RUJMASS. Vol.10(2). 110-119. | |
| dc.identifier.uri | https://repository.crawforduniversity.edu.ng/handle/123456789/96 | |
| dc.language.iso | en | |
| dc.publisher | RUJMASS | |
| dc.relation.ispartofseries | 10; 2 | |
| dc.title | Deceptive Advertisement and Consumer Patronage of Household Products (A Study of Selected Nigerian Detergents) | |
| dc.type | Article |