ABSTRACT

This study examines if radio adverts of peak milk influences the buying behavior of consumers in thinker’s corner, Enugu state irrespective of its cost and price. The objectives of this research work was to find out how radio advertising of peak milk increases the number of its consumers and to know if consumers continue to use peak milk even after using it for the first time. This research was confined to only one theoretical framework which is the Agenda setting theory. A sample size of 200 respondents were drawn using the simple random sampling technique and the survey research method was applied using questionnaire as research instrument.At the end of the study, it is concluded that to an extent radio advertising of Peak Milk increases its consumers. It is therefore recommended that WAMCO Nigeria plc should make their products affordable since consumers keep using Peak milk after using it for the first time due to a good radio advert.