THE EFFECT OF ADVERTISING ON CONSUMER PREFERENCE PATTERNS FOR MALT DRINKS IN ENUGU METROPOLIS (A COMPARATIVE STUDY OF GUINNESS MALTA AND AMSTEL MALTA)
Promotional mix variables differ in effectiveness in generating consumer interest and influencing purchase decision. In this study, an attempt is made to evaluate the effectiveness of advertising, one of the promotional mix element used by NASCO group of companies, Jos. Current, NASCO household products are market leaders in most part of the country . […]