AN EVALUATION OF THE INFLUENCE OF ADVERTISING ON THE PURCHASING BEHAVIOUR OF RURAL CONSUMERS

ABSTRACT: This study aims at understanding the impact of advertising on the buying habit of rural dwellers. The study has other objectives such as to know how the people in rural dwellers particularly Igarra community reach to advertising message and to determine further the extent to which advertising can influence their buying habit. Information was gathered by administering questionnaires and personal interview. The findings is that Igarra people have long know what advertising is all about and admit its effect on their buying habit on MacLean. They also asserted that television medium of advertising is preferable to other media as it display the messages more clearly and precisely. They are of the view that advertising message can only impact positively on them if the product in question meet standard. The researcher concluded that advertising facilitate the allocation of consumer’s limited means among various choices in the market environment and that good product make advertisement to succeed easily as inferior product will make an already successful advertisement fail. The researcher recommended that greater emphasis should be laid on television medium of advertising as most of the people cannot afford daily newspapers and magazines. The researcher therefore suggest for further research on this same topic in local government of other states, for the fact that the research work was restricted to Igarra community in Akoko-Edo Local Government Area of Edo state.