Effect of Advertising on the Patronage of a New Product
T. O. Olufayo, P. K. A. Ladipo, R. D. Bakare

Abstract
Nigerian consumers are increasingly becoming uneasily satisfying especially when it comes to deriving utility from consumption of products hence the need for producers to roll out advertising messages which will help induce consumers to make purchases. Effective communication of the existence of products will definitely ensure prompt patronage from consumers. This study aims to investigate the effects of advertisement on the patronage of new products and also to find out if budget allocations for advertising have any significant effect on sales volume of Nestle Nigeria Plc. The descriptive survey research design was adopted for this study in which a structured questionnaire was used to elicit information from the target respondents who are employees and customers of Nestle Plc. Primary data was collected and processed in the study. 250 questionnaires were administered to respondents and results showed that there is relationship between advertising and consumer patronage just as it depicts that budget allocation to advertising will have effect on sales volume. It is recommended that Advertising strategy or tool cannot be overlooked in the business organization as it is pivotal to the success of Nestle Plc.

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