IMPACT OF ADVERTISING ON RURAL DWELLERS’ BUYING BEHAVIOUR OF SELECTED ANTI-MALARIA DRUGS IN KWARA STATE, NIGERIA
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Date
2018-02
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UNIVERSITY OF ILORIN
Abstract
Given the government control on drug manufacturing and advertisement in Nigeria, Capital Media has been the only body allowed to undertake advertisement of drugs on behalf of the manufactures. Incidentally, among the available means of advertisement, jingles, drumming and radio jingles are the most common in the rural areas especially on malaria and other diseases. However, because of the belief in traditional and local herbs, less attention is put to advertisement even with availability of radio. Therefore, the objectives of the study were to: (i) examine the effect of advertisement on awareness of anti-malaria drugs among rural dwellers in Kwara State; (ii) determine the impact of advertisement on the stimulation of interest on patronage of anti-malaria drugs; (iii) examine the effect of advertisement on the conviction towards buying anti-malaria drugs; and (iv) determine the effect of advertisement on buying behaviour of rural dwellers towards the purchase of anti-malaria drugs.
The study employed survey design. The population of the study comprised of all rural dwellers in the sixteen local government areas of Kwara State. Convenience sampling technique was employed because of easy accessibility to respondents and a sample size of 400 respondents was selected for the study using Yamane model. The sample was proportionally distributed based on the population size of each local government area using Kumar model. Data were collected through a structured questionnaire. Factor analysis was used to condense the key variables while multiple regression analysis was used for the analysis of data obtained. The hypotheses were tested at 0.05 level of significance.
The findings of the study were that:
i advertising jingles have significant effect on awareness of anti-malaria drugs by rural dwellers in Kwara State with simple and catchy jingles, funny jingles and jingles in local dialects having β1 = 0.228, β2 = 0.217 and β3 = 0.129 respectively with p < 0.05;
ii simple and catchy jingles, funny jingles and jingles in local dialects have significant impact on stimulation of rural dwellers’ interest, with β1 = 0.279, β2 = 0.375 and β3 = 0.148 respectively and p < 0.05;
iii advertising jingles have significant effect on the conviction towards buying anti-malaria drugs by rural dwellers in Kwara State with β1 = 0.181 and β3 = 0.110 for simple and catchy jingles and jingles in local dialects respectively having p < 0.05, while funny jingles does not (β2 = 0.103 and p > 0.05); and
iv simple and catchy jingles and funny jingles have significant effect on buying behaviour of rural dwellers towards the purchase of anti-malaria drugs in Kwara State with β1 = 0.115 and β2 = 0.120 respectively having p < 0.05, while jingles in local dialects have inverse relationship with β3 = -0.010.
The study concluded that advertising anti-malaria drugs through jingles has significant effect on buying behaviour of rural dwellers. The study recommended that companies producing anti-malaria drugs should intensify their efforts by investing more in advertisement through jingles to influence rural dwellers buying behaviour.
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Keywords
ADVERTISING, RURAL DWELLERS, BUYING BEHAVIOUR, ANTI-MALARIA DRUGS, KWARA STATE