INFLUENCE OF PRODUCT PLACEMENT IN NOLLYWOOD MOVIES ON LEAD CITY UNDERGRADUATES' CONSUMER BEHAVIOUR

Abstract

The immersive nature of movies, coupled with the subtlety of product placements, creates a unique opportunity to impact the preferences and choices of these young consumers. Understanding how product placement resonates with undergraduates can enable marketers to tailour their strategies effectively, ensuring that brands are not just featured but integrated seamlessly into narratives. Therefore, this study examined the influence of product placement in Nollywood movies on the consumer behaviour of LCU undergraduate students. The study was supported with Hierarchy of Effect Model. The research adopted a correlation survey research design, self-designed questionnaire administered to LCU undergraduate respondents. The study finds out that with a mean score of 3.17 and a standard deviation of 0.43 indicate that on average, students sometimes watch Nollywood movies. Also with overall weighted mean of 2.91 and a standard deviation of 0.39 suggest that, on average, students sometimes experience product placement in Nollywood movies (Weighted Mean= 2.91; SD=0.39; Decision=Sometimes). Furthermore with 62%, the result indicates that product placement in Nollywood movies is a strong predictor of consumer behaviour among LCU undergraduates. The independent variable (product placement in Nollywood) statistically and significantly predicts the dependent variable (consumer behaviour) with F-test of 479.665 which is significant at p=0.000. Based on the findings the study recommends Filmmakers, Marketers should know that when products are creatively infused in Movies and other forms of storytelling it will influence undergraduate consumer behaviour towards products/Brands and Filmmakers and marketers looking to effectively introduce brands through product placement should seek more creative ways to infuse it into the storyline