Impact of semiotics on the awarness of anti-malaria drugs among rural dwellers in selected local government areas of Kwara State
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Date
2016-03
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Department of Marketing, Faculty of Management Sciences, River State University of Science and Technology, Port Harcourt
Abstract
The study investigated the impact of semiotics on the awareness of anti-malaria drugs among rural dwellers in some selected local government areas of Kwara State. Majority of these rural dwellers do not pay the required attention to several forms of advertising due to their nonchalant attitude and therefore cannot feel the impact of advertising messages. The objective of this study is to examine the relationship between semiotic advertising message and the level of awareness of anti-malaria drugs among old people in Kwara State. Descriptive survey was adopted for the study and the study population comprised of old people whose ages fall between sixty (60) and eighty (80) in Ifelodun, Moro and Ilorin South local government area of Kwara State. One research hypothesis was designed on a five likert scale of agreement. The null hypothesis formulated was tested using multiple regression and was rejected because the F-calculated value for the study was 5.68E+03 with significant value of 0.000, since the significant value is less than 5% it implies that semiotics has significant impact on the awareness of anti-malaria drugs in Kwara State. It was concluded that mosquitoes' bite is dangerous. The study therefore recommended that companies producing anti-malaria drugs should sustain and strengthen the use of images being a very cheap, reliable and effective means of advertising the drugs.
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Keywords
Semiotics,, awareness,, anti-malaria grugs, rural dwellers