Lawal, A.TJatto, A.ABakare, W.O2023-01-062023-01-0620191. Lawal, A.T., Jatto, A.A., & Bakare. W.O. (2019): Effect of advertisement on purchase decision for selected consumers of lager beer products in Kwara State. Ilorin Journal of Marketing. 6(1);104-118. A publication of the Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria.2465-7417https://uilspace.unilorin.edu.ng/handle/20.500.12484/8190Beer consumption volume has in recent times attracted a lot of attention among the populace especially with the high figure of sales and financial returns declared by brewing companies in Nigeria annually. However, little seemsto be known on factors determining buyers purchase of these products especially the dominant type of beer-lager beer. The objective of this study is to identify the factors influencing the consumer buying decision of lager beer in Kwara State. The survey research design was employed for the study with a sample of 398 lager beer consumers which was systematically selected. A structured questionaire based on Likert's five-point measuring scale was used to elicit information from the sampled respondents in selected bars and restaurants across Kwara State. Findings revealed a significantly positive correlation in advertisement, peer group influence and consumer purchase decision, with a significantly positive effect of income variation on purchase decision of lager beer consumers. The paper concluded that changes in income and peer group influences of consumers of Nigerian Breweries Plc Lager beer have a positive relationship with their buying behaviour. The paper recommended that Nigerian Breweries should continuosly develop more aggressive marketing communication campaign programmes to enhance consumer's patronage of their lager beer products.enAdvertisement, Peer, Group influence, Income, Brand prefrence, Lager beerArticle