The Influence of Advertising on 'Manifest Quality' and Brand Preferences of Consumers

The Case of the Beer Industry in Nigeria

Abstract

There ore extensive literature and research in aduertisings contribution to the disiribution of goods and services and its influence on consumers and their preferences. This work is undertaken to establish empiricolly whether advertising really influences and shapes consumers' preferences and the manifest quality they attach to their preferences. It Is a direct reaction to the findings of Lambin (1975) and Engel st al (1973) that consumers are more strongly inftuenced by product quality and performance than by advertising. The beer industry in Nigeria is used as a case study.
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