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Influence of Advertising in Shaping Consumers? Buying Behaviour: A Study of MTN and Glo Users in Ughelli, Delta State
Subject area: Science,Engineering and Technology · Area of research: Mass Communication
DOI: 10.64388/IREV9I4-1711002-4597
Abstract
The influence of advertising in shaping consumers? buying behaviour: A study of MTN and Glo Users in Delta State, was the aim of this investigation. The adopted design was a cross-sectional research design. The population was 3 million MTN and Glo subscribers, with a sample size of 400 subscribers. The sampling approach was multi-stage, with other sampling techniques used at different stages. A questionnaire titled Advertising and Consumer Buying Behaviour Questionnaire was used. The instrument was validated and tested for reliability with a coefficient of r = 0.807, through Cronbach?s Alpha. Mean and standard deviation provided statistical evidence to answer the research questions, while the independent t-test tested the hypotheses at the 0.05 significance level. Findings from this study showed, among others, that there is a slight but negligible difference in the mean rating among MTN and Glo users on how advertising influences consumer patronage and buying behaviour. Based on the results, this study recommended, among others, that the marketing teams of MTN and Glo should invest in more creative, tailored, and persuasive advertising campaigns to stand out and capture market attention beyond the current saturation levels.
Keywords
Advertising, Shaping, Consumer, Buying Behaviour, Telecommunications
References
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How to cite this paper
@article{1711002,
author = {Edafe Edoja, Prof. Ben U. Nwanne},
title = {Influence of Advertising in Shaping Consumers? Buying Behaviour: A Study of MTN and Glo Users in Ughelli, Delta State},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {9},
number = {4},
pages = {18-24},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1711002.pdf},
abstract = {The influence of advertising in shaping consumers? buying behaviour: A study of MTN and Glo Users in Delta State, was the aim of this investigation. The adopted design was a cross-sectional research design. The population was 3 million MTN and Glo subscribers, with a sample size of 400 subscribers. The sampling approach was multi-stage, with other sampling techniques used at different stages. A questionnaire titled Advertising and Consumer Buying Behaviour Questionnaire was used. The instrument was validated and tested for reliability with a coefficient of r = 0.807, through Cronbach?s Alpha. Mean and standard deviation provided statistical evidence to answer the research questions, while the independent t-test tested the hypotheses at the 0.05 significance level. Findings from this study showed, among others, that there is a slight but negligible difference in the mean rating among MTN and Glo users on how advertising influences consumer patronage and buying behaviour. Based on the results, this study recommended, among others, that the marketing teams of MTN and Glo should invest in more creative, tailored, and persuasive advertising campaigns to stand out and capture market attention beyond the current saturation levels.},
keywords = {Advertising, Shaping, Consumer, Buying Behaviour, Telecommunications},
month = {October},
doi = {https://doi.org/10.64388/IREV9I4-1711002-4597}
}