Sexual Advertising and Consumer Purchase Intention of Cosmetics Products in Port Harcourt Metropolis

Godswill Chinedu Chukwu; Ndiomu Kemebaradikumo

doi:10.31149/ijefsd.v3i8.2089

Godswill Chinedu Chukwu Marketing Department, Ignatius Ajuru University of Education, Port Harcourt
Ndiomu Kemebaradikumo Isaac Jasper Boro College of Education, Sagbama Bayelsa State

DOI: https://doi.org/10.31149/ijefsd.v3i8.2089

Keywords: Romatic appeal, Erotic appeal, Feminine appeal

Abstract

Brand communication has gone past mainstream advertising which focuses product presentation to more dynamic and sophisticated trends wherein emotions and emotions are initiated among consumer and products. Marketers these days had preferred ad techniques that appeal to clients’ emotion in developing a bond among them and types main to the advent of sex advertisement. This research is conducted to investigate the influence of sex advertising on patron purchase motive of cosmetic merchandise in Port Harcourt town. The study sought to establish the volume to which romantic enchantment, woman attraction, erotic attraction and emotional attraction affects customer buy aim of beauty merchandise in Port Harcourt. The study adopted the descriptive research design. A sample size of 359 cosmetic products consumers were randomly selected using the questionnaire for data collection. Data analysis was done using descriptive statistics of mean and standard deviation while inferential statistics of Pearson Product Moment Correlation Coefficient (PPMC) was used to test the stated hypothesis on SPSS version 25.

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