The Effect of Internet Advertisement Features on Customer Purchase Intention of Selected Food and Beverage Companies in Lagos State, Nigeria

Abstract

The study investigates the effect of internet advertisement features on customer purchase intention of selected food and beverage companies in Lagos State, Nigeria. The objective was to establish the degree to which internet advertisement influence customer purchase intention of products of food and beverage companies in Lagos State, Nigeria. A total of 125,393 students have been found. A total sample size of 776 was calculated. As a result, 776 undergraduate and post-graduate students of the chosen Universities in Lagos State were sent a questionnaire. In this research, a proportionate stratified sampling technique was adopted, and only 627 copies (or 80.3 percent) of the questionnaire were properly completed and recovered. To determine the link between the variables, the data was examined using the bivariate regression statistical technique. The finding revealed that internet advertisement features influence consumers purchase intention of the products of selected food and beverage companies in Lagos State, Nigeria (β = 0.863, t = 42.981, R2 = 0.747, p < 0.05). Hence, it was concluded that internet advertisement features promote consumers purchase intention of the products of selected food and beverage companies in Lagos State, Nigeria. The study recommends amongst other that management of food and beverage companies should introduce diverse online advertisement media in marketing that products considering their positive effect on consumers purchase intention. Keywords: Internet Advertisement Features, Customer Purchase Intention, Fast Moving Consumer Goods, Lagos State