By Obi Ezinwa M.c
This research work examined the impact of advertising on consumer patronage, with Cadbury Nigeria Plc as the case study. The major objective of the research is to examine the advertising strategy employed by Cadbury Nigeria Plc. Study used the survey research method. Using a total of sixty-four respondents mainly consumers of Bournvita beverage who reside in Lagos. The findings of this study show that consumers get attracted to what they perceive through advertising in any form and subsequently influence their buying behavior. That is, advertising is seen to play a major role in the motivation of consumers to prefer the Bournvita than other beverages. Also, once a brand is adopted, consumers usually find it difficult to switch to another brand. One major factor in brand loyalty the study reveals is that the price and size of a brand play an important role in consumer loyalty. Thus the study recommends that manufacturers of beverages, especially Bournvita in this case, should pay particular attention to the price and size of such product; and advertising should be used to create awareness of such products.