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Influence of Media Programmes on Consumers’ Behaviour in Nigeria

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Influence of Media Programmes on Consumers’ Behaviour in Nigeria


Lucas Nduka Oluka | Chibueze Kelvin Obi | Augustina. N. Ezeh



Lucas Nduka Oluka | Chibueze Kelvin Obi | Augustina. N. Ezeh "Influence of Media Programmes on Consumers’ Behaviour in Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6, October 2019, pp.770-774, URL: https://www.ijtsrd.com/papers/ijtsrd29238.pdf

The pertinence of advertising lies in its modest efforts to create awareness, inform and persuade target audience (the public) of the availability of a product or service. Producers communicate their brands through this medium. Service providers on the other hand showcase their services to the public to attract patronage. Nonetheless, advertising messages in recent times are apparent in everyday life in various media platforms and attract wider audience especially when a popular artist or personality is involved. This study, therefore, examines the influence of media programmes on consumers’ behaviour in our contemporary Nigerian society, where different products and services are fighting with one another for higher patronage and to get number one position in consumers’ minds. The study also examines the individual consumer’s exposure toward domestic and multinational products advertisement when the services of popular artists and stars are employed. The effect of advertising on consumers’ purchasing behaviour is also a focus. The study adopts qualitative research method, which means that data utilized were obtained from secondary sources such as books, journal articles, internet sources, etc. Relevant literatures obtained from these sources are used to establish opinions and perceptions of several researches to the importance of this study. Our findings reveal among others, the relationship between advertisement of products and services, and consumer purchasing behaviour in the country. Suggestions and recommendations are also made to enable both the producers and consumers satisfy their needs and wants after the sales and consumption of commodities.

Media programme, Consumers’ behaviour, Advertisement, Artists, Stars, Nigeria


IJTSRD29238
Volume-3 | Issue-6, October 2019
770-774
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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