Olawale Y. A.2026-05-022026-05-022018Olawale Y. A. (2018). Effectiveness of Informal Advertising on Customers’ Patronage in Informal Eateries in Oyo State. Uniosun International Journal of Business Administration (UIJBA), Faculty of Management Sciences. 2 (2); 160-1692682-5015https://uilspace.unilorin.edu.ng/handle/123456789/17946The study seeks to examine the effectiveness of informal advertising on customer patronage in informal eateries in Oyo State. The population of study consisted of 20 registered informal eateries in Oyo State. A convenient sampling of 40 service providers were selected based on two service providers per eatery in each of the 20 eateries spread across the 4 local government areas. The two service providers consisted of the owner and the assistant. The population of customers was infinite. Multistage sampling technique was used to select 20 customers in each of the 20 eateries making a total of 400 customers in the 4 local governments. Two set of questionnaires were designed and administered to each category of respondents. Multiple regression analysis was used to analyze the data.enInformal AdvertisingPovertyGross National ProductCustomerPatronageArticle