CONSUMER

This study explored the role of advertisement media on consumer buying behavior in Benin City, Edo State, Nigeria. With a focus on how different advertising media and strategies influence consumer decisions, a total of 385 questionnaires were retrieved from respondents. The study employed a quantitative research design, utilizing descriptive statistics, regression analysis, independent sample t-tests, and ANOVA for data analysis. The findings revealed that different forms of advertising media (TV, radio, print, and social media) do not significantly influence consumer buying behavior, and no single advertising medium was found to be more effective than others. However, different advertising strategies and techniques exhibited significant variations in effectiveness, and advertisement media significantly impacted psychological factors but not social factors. Additionally, demographic factors such as age, gender, income, and education were found to significantly influence consumer responses to advertisements. Based on these findings, the study recommended an integrated marketing communication approach, tailored advertising strategies based on demographic segmentation, and a focus on leveraging psychological triggers in advertising campaigns. It also emphasized the need for ongoing market research to adapt to changing consumer preferences.

This study investigated the relationship between board attributes and financial reporting quality among listed consumer goods firms in Nigeria. The board attributes examined include board independence, board gender diversity, board meeting frequency, board size, and multiple committee membership. Discretionary accruals were employed as proxy for financial reporting quality, while firm-specific characteristics such as profitability, firm size, and audit fees were included as control variables. The study adopted an ex-post facto research design. The sample consists of a census of all twenty (20) consumer goods companies listed on the Nigerian Exchange Group (NGX) over a 12-year period (2013–2024), resulting in a final sample of 232 unbalanced firm-year observations. The study adopted a fixed effect panel regression technique, with model selection justified using the Hausman specification test. The empirical results revealed that board independence, board gender diversity, and board meeting frequency have insignificant relationship with financial reporting quality. Bboard size exhibits a positive and significant relationship with discretionary accruals, suggesting that larger boards are associated with lower financial reporting quality. Multiple committee membership is found to have a negative and significant relationship with discretionary accruals, indicating that overlapping committee membership enhances financial reporting quality. Among the control variables, profitability and firm size are negatively and significantly related to discretionary accruals, while audit fees show a positive and significant relationship. The study suggests that board members serve on more than one committee to ensure effective oversight function, but caution should be exercised to avoid overwhelming a board member with work load.

This study investigated the influence of cultural factors on consumer buying behaviour in the food and beverage industry in Benin City. Using a survey research design, 400 questionnaires were distributed, and 384 were retrieved and analyzed using descriptive statistics and multiple regression. The findings showed that social group and household influences have significant positive effects on consumer buying behaviour, indicating that peer relationships and family dynamics play major roles in shaping purchase decisions. However, social conformity and religious factors were found to have no significant effect, suggesting that consumers are increasingly guided by individuality and household needs rather than societal or religious pressures. The study recommends that marketers and business operators adopt family-oriented and socially driven marketing strategies while maintaining product quality and innovation. These findings contribute to academic understanding and practical marketing strategies within the Nigerian cultural context.