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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Institutions
- Mohammed Lawan College of Agriculture, Maiduguri, Borno State 12
- Moshood Abiola Polytechnic, Abeokuta, Ogun State 7
- Nasarawa State University, Keffi, Nasarawa State 8
- Niger Delta University, Wilberforce Island, Bayelsa State 28
- Niger State College of Education, Minna, (Affl To Usmanu Danfodiyo Uni, Sokoto) 1
- Nigeria Maritime University, Okerenkoko, Delta State 1
- Nigerian Army University, Biu, Borno State 3
- Nile University of Nigeria, Abuja 3
- Nnamdi Azikiwe University, Awka, Anambra State 98
- Northwest University, Kano, Kano State 179