VOCATIONAL AND TECHNICAL EDUCATION (159

The study examined the influence of advertising on indigenous cosmetic products in the Nigerian market using House of Tara Intl. Benin City as a case study. Four research questions were raised for the purpose of the study. Data were collected from a randomly selected sample of 100 respondents. The research questions were carefully answered through self-structured questionnaires, which consist of demographic data and question items. The instrument was validated by the project supervisor and two other experts. The reliability of the instrument was determined by test-retest method. The researcher personally administered the questionnaire to the selected sample himself. The data collected were subjected to simple percentages and frequency count. The result of the study shows that advertising has a significant amount of influence on indigenous cosmetic
products in the Nigerian market. However, the findings also show that the influence of advertising on cosmetic products is best chosen through outdoor advertising medium due to its advantages over other advertising mediums. Conclusions drawn based on these findings and appropriate recommendations were made.