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.
Keywords
For the full publication, please contact the author directly at: oreoluwadada021@gmail.com
Filters
Institutions
- University of Ilorin, Kwara State 402
- University of Jos, Jos, Plateau State 19
- University of Lagos 18
- University of Maiduguri ( - Elearning), Maiduguri, Borno State 3
- University of Maiduguri, Borno State 109
- University of Nigeria, Nsukka, Enugu State 269
- University of Port Harcourt Teaching Hospital, Port Harcourt , River State 5
- University of Port-Harcourt, Rivers State 174
- University of Uyo, Akwa Ibom State 206
- Usmanu Danfodio University, Sokoto, Sokoto State 245