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
- Al-Hikmah University, Ilorin, Kwara State 2
- AL-ISTIQAMAH UNIVERSITY, SUMAILA, KANO STATE 1
- Al-Qalam University, Katsina, Katsina State 5
- Alex Ekwueme Federal University, Ndufu-Alike, Ebonyi State 87
- Alvan Ikoku College of Education, Imo State, (Affl To Univ of Nigera, Nsukka) 11
- Ambrose Alli University, Ekpoma, Edo State 478
- Anambra State College of Health Technology, Obosi, Anambra State 1
- Auchi Polytechnic, Auchi, Edo State 502
- Auchi Polytechnic, Auchi, Edo State. (affl To Nnamdi Azikiwe University, Awka) 3
- Audu Bako College of Agriculture Danbatta, Kano, Kano State 54