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

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.