Effect of radio jingles on the patronage of anti-malaria drugs by rural dwellers in Kwara State

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Date

2019

Journal Title

Journal ISSN

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Publisher

A publication of the Department of Marketing, Faculty of Management Sciences, University of Ilorin, Ilorin, Nigeria

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 and adamant nature of the majority of rural dwellers to accept changes, less attention is put to advertisement even with availability of radio. Therefore, the objective of the study was to determine the effect of radio jingles on the patronage of anti-malaria drugs in Kwara State. The study employed survey design. The population of the study comprised of selected rural dwellers in the sixteen local government area of Kwara State. Purposive sampling technique was employed because of easy accessibility to respondents and a sample size of 400 respondents was selected for the study using Yamane mode. 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 with 0.05 significant level. The finding of the study was that simple and catchy jingles, funny jingles and jingles in local dialects have significant impact on the patronage of anti-malaria drugs by rural dwellers in Kwara State. The study concluded that radio jingles have significant effect on the patronage of anti-malaria drugs by rural dwellers in Kwara State. The study recommended that companies producing anti-malaria drugs should invest more in audio jingles to further influence rural dwellers’’ interest in patronizing anti-malaria drugs.

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Keywords

Radio jingles, Stimulation of interest, Rural dwellers, Anti-malaria drugs, Self-medication

Citation

Bello, K. A. & Jatto, A. A. (2019): Effect of radio jingles on the patronage of anti-malaria drugs by rural dwellers in Kwara State. Ilorin Journal of Marketing (IJM) 6(1); 47-59 Published by the Department of Marketing, Faculty of Management Sciences, University of Ilorin, Nigeria.

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