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
- Sokoto State University, Sokoto, Sokoto State 42
- St. Albert The Great Major Seminary, Abeokuta. (affl. To University of Benin) 1
- Sule Lamido University, Kafin Hausa, Jigawa State 4
- Tai Solarin University of Education, Ijagun, Ogun State 18
- Tansian University, Oba, Anambra State 1
- Taraba State University, Jalingo, Taraba State 32
- Temple-Gate Polytechnic, Osisioma, Abia State 1
- The Oke-Ogun Polytechnic, Saki, Oyo State 6
- The Polytechnic, Ibadan, Oyo State 13
- THOMAS ADEWUMI UNIVERSITY, OKO-IRESE, KWARA STATE 1