The Effect of Advertising on Consumer Behaviour in Nigeria Business Organization
Student: Oreoluwa Yetunde DADA (Project, 2025)
Department of Business Administration
Bamidele Olumilua University of Edu. Science and Tech. Ikere Ekiti, Ekiti State
Abstract
The research examined the effect of advertising on consumer behaviour among SMEs in Ado-Ekiti, Nigeria. A descriptive survey design was adopted, and data were collected using questionnaires from 188 respondents. Regression analysis revealed that informative, persuasive, and reminder advertisements each have a significant positive influence on consumer behaviour. The study concluded that effective advertising strategies enhance product awareness, trust, and purchase decisions among consumers. It recommended that Nigerian businesses invest in long-term, ethical, and well-targeted advertising campaigns.
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For the full publication, please contact the author directly at: oreoluwadada021@gmail.com
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Institutions
- Federal Polytechnic, Mubi, Adamawa State 20
- Federal Polytechnic, Nasarawa, Nasarawa State 59
- Federal Polytechnic, Nekede, Imo State 53
- Federal Polytechnic, offa, Kwara State 18
- Federal Polytechnic, Oko, Anambra State 8
- Federal School of Biomedical Engineering, (LUTH), Idi-Araba, Lagos State 1
- Federal School of Surveying, Oyo, Oyo State 7
- Federal University of Agriculture, Abeokuta, Ogun State 19
- Federal University of Petroleum Resources, Effurun, Delta State 77
- Federal University of Technology Akure, Ondo State 23