The Influence Of Out Of Home Advertising On Consumer Atitude In Fast Moving Consumer Goods In Westlands Division, Nairobi County

Abstract

Marketers have been using advertisements not only to create awareness but also achieve different objectives such as shifting consumer attitudes. Consumers are also bombarded with lots of information through multiple media like newspapers, magazines and internet but remain engaged from time to time hence lack time to update themselves. This has made it difficult for advertisers to trap consumers hence resort to outdoor messages to reach the target people. As a result this study sought to establish the influence of out of home advertising on consumer attitudes in Fast Moving Consumer Goods in Wetlands division, Nairobi County. The study adopted Nudge theory, Tri component theory and Attitude towards ad model. The design employed in the study was descriptive. The population of the study comprised of residents of Westlands Area, Nairobi City County whereas purposive sampling was employed to sample 100 respondents. Primary data was collected through questionnaires in a Likert scale format. The data was analyzed quantitatively through descriptive and inferential analysis such as means, standard deviation, and regression analysis. The SPSS was used for analysis. The regression analysis findings showed indicated a positive and significant influence of out of home advertising on consumer attitude to purchase FMCGs in Westlands division, Nairobi County. The study findings led to the conclusion that knowledge and awareness of billboards as a tool for outdoor advertising positively and significantly affects consumer attitudes in Fast Moving Consumer Goods. It was also concluded that feelings and attitudes of consumers towards billboard advertising has a positive significant effect on consumer attitudes in Fast Moving Consumer Goods. Accordingly, if consumers perceive billboard advertising positively, they are likely to develop positive attitudes towards Fast Moving Consumer Goods which would ultimately enhance their consumption of the goods. The study findings led to the recommendations that producers of fast moving consumer goods should focus more on out of home advertising such as use of billboards as opposed to other forms of media like T.V and Radio to help boost consumption and sale of their products. The study also recommends marketers of FMCGs to enhance the knowledge and awareness of consumers with regard to existence and location of billboards