EFFECT OF ADVERTISING MEDIA ON CONSUMER BUYING BEHAVIOUR FOR MADE IN NIGERIA SHOES IN PLATEAU STATE, NIGERIA

This study investigates the effect of advertising media on consumer buying behaviour for made in Nigeria Shoes in Jos Metropolis which comprises Jos North and Jos South L.G.A in Plateau State ofNigcria. The specific objectives of the study are to assess the influence of print media, billboards advertising, electronic media advertising and social media on consumer buying behaviour for made in ••Nigeria Shoes. The data collection period is 20I9and survey research design was used for this study. The population of the study is 419,221 and the sample size is 400. The sample size was determined using Taro Yamane formula, 'flic study employed convenience sampling technique for selecting the participants of the study. Ordinary Least Square technique of analysis was adopted for the study. The study found that print media advertising, electronic media advertising and social media advertising have significant positive influence on consumer buying behaviour for made in Nigeria shoes in Jos Metropolis while billboard advertising has no significant influence on consumer buying behaviour for made in Nigeria shoes in Jos Metropolis. Based on these findings, the study concludes that advertising media are effective tools towards influencing consumer buying behaviour for made in Nigeria Shoes in Plateau Stale. The study recommends that manufacturers of made in Nigeria shoes should explore advertising for their products through the use of newspaper and magazines as it is an effective means of increasing consumer buying behaviour for their products.