Abstract

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. 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, URL: https://www.ijtsrd.com/papers/ijtsrd29238.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/29238/influence-of-media-programmes-on-consumers'-behaviour-in-nigeria/lucas-nduka-oluka

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