ABSTRACT:

There are extensive literature and research in advertising's contribution to the distribution of goods and services and its influence on consumers and their preferences. This work is undertaken to establisth empirically whether advertising really influences and shapes consumers' preferences and the manifest quality they attach to their preferences. It is a direct reaction to the findings of Lambin (1975) and Engel et al (1973) that consumers are more strongly influenced by product quality and performance than by advertising. The beer industry in Niqeria is used as a case study