INFLUENCE OF ADVERTISING MEDIA ON CONSUMERS’ CHOICE OF HOUSEHOLDS PRODUCTS IN DELTA CENTRAL OF DELTA STATE, NIGERIA

Abstract

The study examined the influence of advertising media on consumers’ choice of household products in Delta Central Senatorial District of Delta State, Nigeria using descriptive survey research design. Three research questions guided the study while three null hypotheses were tested. The population of the study consisted of 117 respondents made up of household heads and marketers of household products. A self-designed questionnaire served as the instrument for data collection. In order to establish the reliability of the instrument the study adopted the Cronbach Alpha reliability test whose outcome yielded a reliability coefficient of 0.87. One hundred and seven (107) copies of the 117 questionnaires administered were retrieved representing a 92% return rate. The data collected for the study were analyzed using mean and standard deviation for answering the research questions while t-test statistics were employed for testing the null hypotheses at 0.05 level of significance. The study found 14 influences of television and radio advertisement, 10 influences of Newspaper/magazine advertisement, and 12 influences of internet/social media advertisement on consumers’ choice of household products. The results of the hypotheses tested showed no significant (p≤0.05) differences in the mean ratings of household heads and marketers of household products on the influence of television and radio and internet/social media on consumers’ choice of household products; although, there were significant (p≤0.05) differences in the mean ratings of respondents on the influence of Newspaper/magazine on consumers’ choice of household products. Based on the findings, it was recommended among others that curriculum planners of Business education should ensure that more emphasis is laid on advertising media because of the prominent roles they play in consumers planning, choice, and purchasing of household products