ADVERTISING STRATEGIES AND CONSUMER PATRONAGE IN OREDO LOCAL GOVERNMENT AREA, EDO STATE

ABSTRACT

This study examined the impact of advertising strategies on consumer patronage in in Oredo Local Government Area, Edo State. Four research objectives were raised to carryout the study, and therefore examine the relationship between of television advertising, online advertising, outdoor advertising and mobile advertising on customer patronage of SMEs in Oredo Local Government Area, Edo State. The population of the study comprised all consumers residing in in Oredo Local Government Area, Edo State, Nigeria, who actively engage with small and medium-sized enterprises (SMEs) located within the city. The total population of respondent used for the was three hundred and seventy four thousand, six hundred seven one (374,671).   In other to get the sample size for this study, Taro Yamane (Yamane, 1973) formula was used. The sample size was 99.97 form the total population which is the lower number of responses from the respondents to maintain a 90% confident interval. The researcher approximate it to 100. In the vein, the researcher computed frequency distributions, averages, modes, range and percentages. These percentages enable the researcher draw inferences on the degree of occurrence of the variables measured within the study sample. It was concluded that television advertising appears to have less impact compared to other advertising channels, online, outdoor, and mobile advertising demonstrate significant influence on consumer behavior and patronage of SMEs in Benin City. These findings underscore the importance for SMEs to diversify their advertising strategies and prioritize channels that resonate most effectively with their target audience. Based on the findings and conclusion the researcher then gives the necessary recommendations.