Influence of Advertising on the Awareness, Preference and Demand for Selected Carbonated Soft Drink among Babcock University Undergraduates

Abstract

This study investigates the influence of advertising on the awareness, 
preference, and demand for carbonated soft drinks among 
undergraduates, focusing on Babcock University students. Despite 
growing health concerns, carbonated soft drinks remain popular 
among young adults. The study aims to address the knowledge gap on 
the impact of advertising on carbonated soft drink consumption among 
private university students in Nigeria. The study adopts the Hierarchy 
of Effects Model, AIDA Model Theory of Advertising, and the Theory 
of Planned Behaviour. A survey research design and multistage 
sampling method were used, with a sample size of 387 undergraduates 
determined using the Taro Yamane formula. Findings reveal that 
advertising positively influences awareness (R2 = .283, F (1, 385) = 
152.086, p < .05), preference (R2 = .278, F (1, 385) = 147.882, p < 
.05), and demand (R2 = .422, F (1, 385) = 280.665, p < .05) for 
carbonated soft drinks among Babcock University undergraduates. The 
study concludes that advertising has a high influence on the awareness, 
preference, and demand for carbonated soft drinks among 
undergraduates. Recommendations include educational institutions 
collaborating to provide students with information on the health risks 
associated with excessive carbonated soft drink consumption and 
promoting healthy lifestyles through access to healthy food and 
beverage options, fitness programs, and health services. The study's 
findings have implications for policymakers, educators, and marketers, 
highlighting the need for responsible advertising practices and health education programs to promote healthy consumption habits among young adults.