ABSTRACT:

This study examined the impact of advertisements on the consumer utility of rice commodity in Nigeria. A sample size of 100 respondents was sampled through a random sampling technique using a well-structured questionnaire. Descriptive statistics consisting of frequency and percentage distribution and ordinary least square regression models were used to analyze the primary data. The result of the socio-demographic of the consumers showed that the majority of the female gender (56%) Purchased rice more and advertisements had a significant impact on their preference (70.9%) and a cumulative of 77.7% of consumers were satisfied after purchasing an advertised rice commodity. The findings through the regression model revealed that the value of the multiple R (93.1%) indicates a strong linear relationship between consumer utility and advertisement since it is close to 1. The coefficient of satisfaction level after the advert is statistically significant at 5% since its P-value (0.0000) is less than 0.05 implying that there is a significant impact of advertisement on consumer utility of rice commodity.It is recommended that the nature of approaches taken by an organization to persuade in the advertisement platforms calls for the affirmation of a sense of professionalism in a bid to gain consumers’ loyalty, which in turn increases consumer satisfaction.