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
- HASSAN USMAN KATSINA POLYTECHNIC (NCE), KATSINA, KATSINA STATE 4
- Hassan Usman Katsina Polytechnic, Katsina, Katsina State 5
- Heritage Polytechnic, Ikot Udota, Akwa Ibom State 46
- Hussaini Adamu Federal Polytechnic, Kazaure, Jigawa State 8
- Ibrahim Badamasi Babangida University, Lapai, Niger State 24
- Igbinedion University, Okada, Benin City, Edo State 2
- Ignatius Ajuru University of Education, Port Harcourt, Rivers State 8
- Imo State Polytechnic, Umuagwo, Owerri, Imo State 3
- Imo State University, Owerri, Imo State 45
- Institute of Management and Technology, Enugu, Enugu State 11