The Effect of Advertisement on Consumer Preference and Brands: A Case of Herbalife Products

Abstract

Most organizations primary mission of advertising is to reach prospective customers and influence their awareness, attitudes and buying behavior. Advertising has become the gateway to survival and the acquisition of market share for most organizations with herblife products not been an exception The research used a cross sectional survey and quantitative approach in collecting the opinion of Fifty-one (51) questionnaires, distributed to collate information to meet the specific study objectives. The findings was based on the various medium used for advertisement of herbalife products, the various types of advertisements of herbalife products, the factors that are most effective for influencing consumer buying behavior with herbalife brand and the extent to which advertising has influenced consumer brand preference of herbalife products. The study had a fair representation of male and females respondents with the number of female participation out number male respondents based on purposive and convenient sampling method used in administering the questionnaires to retailers and consumers of herbalife products. Key findings of respondents reveal both retailers and customers who patronize herbalife products are the elderly, with all survey respondents possessing satisfactory level of education. The study concludes majority of respondents do agree broadcast and celebrity advertising broadcast advertising is the most widely used medium for herbalife products.Based on results and its analysis it is recommended management of Herbalife must ensure selection of medium and type of advertisement returns maximum benefit to the organization at minimum costs, while engage in aggressive advertising to instill interest in the minds of the consumers towards their product