Advertising as a Tool in Facilitating Consumer's Purchasing Power Using Nigeria Bottling Company (NBC) Plc, Kano Branch as a Case Study

Advertising is a crucial element in promoting products and influencing consumer purchasing decisions. This study examines the impact of advertising on consumer purchasing power, using the Nigerian Bottling Company (NBC) Plc, Kano City branch as a case study. The research aims to investigate the effect of advertising on the company's sales and profitability, as well as its relationship with consumer purchasing behavior. A survey research design was employed, and data were collected using questionnaires and purposive sampling. The results show a significant positive correlation between advertising and consumer preference, with advertising found to build primary demand and lead to a significant improvement in sales. This study contributes to the existing body of knowledge on advertising and consumer behavior, providing valuable insights for businesses operating in the fast-moving consumer goods (FMCG) industry. The findings can inform NBC's advertising strategies, enhancing its competitiveness and market share in the Nigerian market.