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ABSTRACT
This study investigated the impact of advertising strategies on consumer behavior. The objectives of this study were to ascertain the impact of consumers’ perception and attitude, consumers purchase intentions and actual buying behavior, and advertising strategies and techniques on consumer behavior among MTN users of the University of Benin, Benin city. The population consisted of MTN users of different hostels in University of Benin, Benin city. Data were primarily sourced through the online administration of three hundred (300) questionnaire and all three hundred (300) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis using the Statistical Package for Social Science (SPSS) software. Specifically, the study revealed the following: that advertising strategies has an influence over consumers’ perceptions and attitude; that there is a positive relationship between advertising and consumers purchase intentions and actual purchasing behaviour; and that advertising techniques and strategies has a significant influence over consumer behaviour. Based on these findings, it was recommended that: business owners should enhance creative content; business owners should adapt to changing trends; business owners should leverage personalization; and business owners should promote social responsibility.
