TEDJERE TEGA

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.