A study of De-united Industries Ltd makers of Indomie noodles



For business companies, academics, and researchers, the study titled Feel Good Advertising and Its Effect on Consumer Repeat Purchase Behavior is crucial.

Data was collected via a questionnaire, and analysis of the findings revealed a favorable association between feel-good advertising and consumer purchase behavior as well as a strong impact of feel-good advertising on customer repeat buy behavior.


Advertising is the process of using visual or spoken messages to inform and persuade the general audience to purchase a good or service. Via a variety of advertising channels, including newspapers, magazines, television, radio, billboards, posters, hoardings, and, more recently, internet and web advertising, a product or service is promoted in order to raise awareness in the minds of potential customers. It is a marketing strategy to promote a product. Today’s environment of mass manufacturing and distribution makes advertising a very effective instrument for marketing. Advertising is a tool for informing current and potential clients about businesses. Typically, it gives details about the advertising company, the product’s features, the location of availability, etc.

Our daily lives are not complete without advertising. It is a widely used strategy for marketing that motivates consumers to buy products and services. By boosting demand and stimulating economic activity, which in turn increases revenue, advertising helps to foster the economy’s overall growth. People were encouraged to consume more goods, raising their level of living in the process. An increase in output due to effective advertising increases demand for goods and services, necessitates the use of more physical and human resources, and results in the creation of jobs. The sale of a product cannot be pushed through without promotion in the present era of mass production.

In the current world, where there is intense market competition and rapid technological advancements, advertising has grown in prominence and impacted our way of life. The Latin verb “advertere,” which means “to turn,” is where the word “advertising” originates. Every form of advertising makes an effort to draw readers, listeners, or viewers to a certain product.  The most widely accepted definition of advertising is the one which is given by the American Marketing Association, according to which advertising is “any paid form of non-personal presentation and promotion of goods, services and ideas by an identified sponsors” ( Kazmi and Batra, 2008). But the definition has some limitations because it does not talk about the persuasion aspect of advertising, without which it is very difficult to achieve advertising objectives. A survey of recent advertising and marketing textbooks makes it obvious that there is no universally accepted definition of advertising; however certain recurring elements such as paid, non personal, identified sponsors, mass media, act of persuasion makes advertising to be controlled means of mass communication, may take any form-visual, oral or written to promote a product through persuasive communication to achieve a pre determined objectives, changing and reinforcing the desired attitude of the consumers at the point of purchase.

The advertising message is regarded as a crucial element in the communication process for advertising. It is the idea, sentiment, attitude, representation, or other information that the advertiser wants to get across to their target market. The effectiveness of a marketing message is greatly influenced by how it is delivered. A good advertisement should grab people’s interest, hold it, make them want to buy the product, and prompt them to take action (Gupta,2012). An advertisement’s visual content has a significant impact on how effective it is. The advertiser needs to identify an allure, theme, concept, or USP. An advertising appeal is a strategy an advertiser use to capture the consumer’s interest and sway their perceptions of a given good, service, or concept. Advertising tries to influence and convince through the use of various appeals. Customers are mostly drawn to advertisements by their visual and nonverbal components. Many advertising rely heavily on their visual components to communicate their message rather than much textual text. The adverts’ graphic components serve to both communicate information and support their assertions. Because specific visuals and pictorial representations are frequently the basis for audiences’ impressions or images, this boosts the value of rapid recall. Study focuses on positive feelings the impact of effective advertising on consumer repeat buying behavior.


Businesses invest a lot of money in advertising because they want to keep their product in the forefront of consumers’ minds.
In today’s market, the customer is king, and how businesses present the sentiments of satisfaction a consumer can experience after using a specific commodity or service can affect whether or not the consumer makes a subsequent purchase. Yet, given that a variety of factors influence customers’ purchasing decisions, we wish to investigate if feel-good advertising has an impact on their propensity to make repeat purchases.


Our goal is to investigate the impact of feel-good advertising on customer repeat purchase behavior. with the subsequent goals;
1.To have a general understanding of advertising and customer purchasing habits.
2. To ascertain how the “Feel Good” campaign affects customer purchasing decisions.
3. To find out if feel good advertising has any effects on consumer repeat purchasing behavior.


Hypothesis one

Ho: The relationship between Feel good advertisement and consumer purchase behavior is positive.

Hi: The relationship between Feel good advertisement and consumer purchase behavior is negative.

Hypothesis Two

Ho: Feel good advertising has a significant effect on consumer repeat purchasing behavior.

Hi: Feel good advertising has no effect on consumer repeat purchasing behavior.


An effort has been made in this study to pinpoint its importance to business organizations, academics, and the researcher.

Enterprise Organizations:

A major concern is the requirement for careful management of financial resources in an organization. Amazingly, however, whenever a company experiences financial difficulties, the management team’s first thought is to reduce or completely abolish the budget for advertising and promotion as a way to improve their situation.

So, this study has been created in a way that would help organizational managers understand how crucial measuring is to advertising. Hence, attempts must be made to determine the impact of such advertising before choices are made about whether to abolish advertisement or reduce expenditures, which is why a demand for checks and balances is made.

Toward Academics:

This study will serve as a starting point for future research because it focuses on feel-good advertising. The citation of pertinent and reliable references has helped to promote this goal.


Except from a few trips to the company in Ogun State, this study was exclusively conducted in Lagos State and the markets inside the state. The focus of the study is De-united Industries Ltd. and its indomie noodles products. Nonetheless, efforts were made to find other rival noodle brands, such as Mimi, Chikki, O’, and the golden penny noodles, and in the end, reports that were conclusive were generated for the success of this work. The following prevented the researcher from gathering the in-depth and decisive information required for a thorough work on this study:

Respondents’ Attitude: The majority of De-responsible United’s officials were unwilling to reveal some crucial information because they thought it would be used against them by their rivals. The market women who sell indomie noodles have a high rate of illiteracy, which poses another hazard because some of these women feel upset in their operations and are unwilling to waste time responding to inquiries that won’t benefit them. Some vendors of both Indomie and other noodles, on the other hand, were simply unsure.

Cost: Due to a lack of funding, efforts to procure pricey but extremely relevant items were unsuccessful. Aside from a few trips to the company in Ogun State, this factor also limited the researcher’s study to only Lagos State because he could not afford the expensive transportation costs to travel to other places. In other places, the majority of visits were conducted by motorcycle, which comes with risks.

Time: The researcher found it extremely challenging to balance this work with his formal responsibilities at his place of employment. Occasionally, the few hours of authorization he had from his higher officer in the office were insufficient to conduct an extensive investigation into this subject. Another time issue was that some respondents provided information at their convenience; as a result, the researcher was frequently requested to return at a later time.


Advertising: According to Arens (2004:7), advertising is the structured and constructed non-personal distribution of information about items (goods, services, or ideas) by identified sponsors through various media. This information is typically paid for and typically persuasive in character.

Consumers are people who buy and utilize products or services to fulfill specific needs and desires.

Consumer behavior refers to the actions taken by those who directly access and use commercial goods and services. 66 (Nwaizugbo 2004)

Perception: this refers to the personalized way people sense, interpret and comprehend various stimuli.

Impact: The Oxford Advanced Learners Dictionary defines impact as the powerful effect that something has on something or somebody.

Market: the set of all actual and potential buyers of a product or service. Kotler and Armstrong (2007:7).

Brand: This is a name, term, symbol, design, mark or a combination of these that identifies the product of a manufacturer or differentiates it from those of competitors.

Brand Equity: this refers to the added value endowed to products and services.

Brand promise: Is the marketer’s vision of what the brand must be and do for consumers.

Brand Interest: An individual’s openness or curiosity about a brand


For ease of understanding, this research paper is divided into five chapters, as follows: The first chapter is devoted to the introduction, which includes an overview of the study, its historical context, explanation of the problem, study objectives, research hypotheses, relevance of the study, its scope and limitations, definition of words, and its historical context. The review of related literature is highlighted in Chapter 2 in order to provide the theoretical foundation for the study. The third chapter covers the study’s methodology and research strategy. The gathering, processing, and presentation of data are the main topics of Chapter 4. The study’s summary, conclusion, and suggestions are presented in Chapter 5.


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