Influence of Advertising Channels on Consumer Choice of Toothpaste Brands in Gombe State Nigeria

Abstract

This study determined the influence of advertising channels on consumers’ choice of toothpaste brands in Gombe State, Nigeria. To achieve this aim, the study developed five objectives, five research questions, and five hypotheses to guide the investigation. A descriptive survey research design was adopted. The population of the study comprised 1,825,906 residents. A sample size of 400 was drawn using the Taro Yamane sampling technique. A total of 375 questionnaires were validly returned and analyzed.
The instrument was validated by three experts from the Faculty of Education, Modibbo Adama University, Yola, and was pilot-tested. The reliability coefficient obtained was 0.70 at the 0.05 level of significance, which was considered reliable for data collection.
The findings revealed that television advertising had a significant influence on consumers’ choice of toothpaste brands in Gombe State, Nigeria, with a p-value of 0.000. Radio advertising also had a significant influence, with a p-value of 0.000. Similarly, social media advertising had a significant influence, with a p-value of 0.000.
The study concluded that advertising channels had a significant influence on consumers’ choice of toothpaste brands in Gombe State, Nigeria. Based on this conclusion, it is recommended that the government and private sector should establish more television and radio outlets with cutting-edge technology to meet the yearnings and aspirations of both consumers and marketers. This is because television and radio advertising were found to be effective in influencing consumer choice