The Impact of Electronic Advertisement on Consumer Buying Behaviour: a Study of Households in Tarauni Local Government Area, Kano State

The increasing complexity of economic life, has led to the necessity of knowledge of human economic behavior mechanism which is becoming larger and more complicated, requiring separate study of the two intrinsic components: human behavior as a producer of goods and services and the consumer’s behavior. Therefore, this study examined the impact of electronic advertisement on consumer buying behaviour among households’ users of consumer goods in Tarauni Local Government Area, Kano state. The study employed both primary and secondary method of data collection with 330 households in Tarauni Local Government Area, Kano state as sample size for the study, while secondary source used comprises of related literature on the study through journals, internet and textbooks. Statistical package for social sciences (SPSS, version 21) was used to analyze the data. The study reviewed the necessary literature related to the study. The findings of the study revealed that the relationship between radio advertisement and consumer buying behavior can said to be positive and significant with a value of β = 0.306, t = 6.255 and sig-value of 0.000. Also television advertisement as second predicting variable under the study, results shows positive and significant relationship with consumer buying behavior with values β = .339, t= 6.745, sig-value of 0.000 and lastly internet awareness as the last predicting variable under the study also shows positive and significant relationship with consumer buying behaviour with values β = .121, t = 2.481, sig-value of 0.014. The study recommended that radio advertisement should be engaged more by consumer goods companies in advertising since audience purchases more of products advertised through radio advertisement. Also, consumer goods companies should engage more of television advertisement in order to motivate the general public in patronizing consumer goods. Finally, there is need for consumer goods companies to create more awareness through internet in order to gain more market share among competitors.