Abstract:
Advertising plays a significant role in introducing a product to the public,
changing tastes, and other product-related issues. In the current world, none of
the products can remain in the oligopoly market without advertising. This
research is based on "The role of advertising in consumer preference for food
and beverages in the oligopoly market: a study based on Mirigama Divisional
Secretariat area". The primary goal of this study is to determine the role of
advertisements in consumer preferences for food and beverage items. The
research's sub-objectives are to identify the role of advertising in consumer
preference for food and beverage items based on the Mirigama Divisional
Secretariat area, the highly chosen food and beverage items as a result of
advertising, and the role of the media in the promotion of food and beverage
products. This research was conducted based on primary and secondary data.
The primary data was collected through questionnaires and the secondary data
was collected from the Divisional Secretariat Office and Grama Niladari
Office. The multiple regression model and descriptive analysis were used to
achieve the objectives of the study, using SPSS and the MS Excel package.
Results of this research show that necessity, dominance, brand recall, and
stimulation of the advertisement are shown to have a positive impact on
consumer preference and only pleasure has a negative impact. And the most
chosen food and beverage items due to advertising are kottu mee, chocolate
biscuit, dairy milk, anchor Newdale, Necto, Milo, MD juice, and wattawala.
It is also identified that the media has a high contribution to consumer
preference. Among the consumers' most preferred media is television.
Producers and consumers can achieve a better achievement through reachable
and attractive advertising if they act in accordance with the suggestions given
by the researcher. The government can also implement digital-based
advertisements in the market.
