Dr. Influence Of Traditional Media Advertising On Consumer Purchase Of Local Rice In Ebonyi State
VICTOR OKOLO
UNIVERZITY OF NIGERIA, NZUKKA
Ujah, Patrick N
University of Nigeria Nsukka, Nigeria
Mbah Chris Chukwuemeka
Enugu State University of Science and Technology, Enugu State, Nigeria.
Obikeze Chinedum O
Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Nigeria.
Nnadi Nmere O
University of Nigeria Nsukka, Enugu Campus, Nigeria.
Ikpo Kobi P
Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria
Okoro Deborah P
Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Nigeria
Keywords: AIDA model, television advertising, radio advertising, billboard advertising, consumer purchase decision
Abstract
Abstract
Applying the AIDA model, the influence of traditional media advertising on consumer purchase of local rice in Ebonyi State was investigated. The research objectives were to ascertain the influence of television advertising on consumer purchase of local rice in Ebonyi State, determine the influence of radio advertising on consumer purchase of local rice in Ebonyi State and ascertain the influence of billboard advertising on consumer purchase of local rice in Ebonyi State. The study used survey research method. The population of the study comprises residents of Abakaliki urban. However Taro Yamane formula was used to arrive at the sample size of 400. The data were presented in simple percentage analysis while the simple linear regression was used in testing hypotheses. The findings revealed that television advertising has a significant influence on consumer purchase of local rice in Ebonyi State. Also, radio advertising was revealed to have a significant influence on consumer purchase of local rice in Ebonyi State. Finally, it was revealed that billboard advertising has a significant influence on consumer purchase of local rice in Ebonyi State. Hence, it was recommended that radio, television and billboard advertising campaigns should be conducted to persuade consumers to patronize locally produced and packaged rice.
Author Biographies
Ujah, Patrick N, University of Nigeria Nsukka, Nigeria
Department of History Education and Priest
Mbah Chris Chukwuemeka, Enugu State University of Science and Technology, Enugu State, Nigeria.
Department of Marketing and Lecturer
Obikeze Chinedum O, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Nigeria.
Department of Marketing and Lecturer
Nnadi Nmere O, University of Nigeria Nsukka, Enugu Campus, Nigeria.
Department of Marketing and Lecturer