INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON THE PROMOTION OF CONSUMPTION OF LOCALLY PRODUCED GOODS AMONGST UNDERGRADUATE STUDENTS IN SOUTH-SOUTH NIGERIA

Abstract

This study is centered on the Influence of Integrated Marketing Communication (IMC) on the consumption of locally made goods in the South-South region of Nigeria. This aims at finding out if advertising has the influence of changing consumers' attitudes from foreign product to locally made ones. The research was carried out in three private universities all within the region; namely, Igbinedion University Okada, Western Delta University, Oghara, Delta State, and Havillah University in Cross River State.

In a survey method of research, 200 samples were randomly selected for the study hinged on media effect theory. Over sixty percent (60%) of respondents accepted the fact that the tools of Integrated Marketing Communication (IMC) in consonance with the objectives of the research have greatly influenced Nigerians, especially undergraduates in the South-South region on the consumption of locally made goods. The chi=square (x²) statical instrument was used in the analysis of data collected. From the SPSS result as shown above in table 16, X² calculated is 136.480. At 5% level of Significance and 95% Confidence level, X² tabulated at a Degree of Freedom of 2 is given as 5.991.  This result is the significant.

The researcher therefore made the following recommendations, that all integrated Marketing Communication (IMC) tools should be engaged and used optimally to ensure that majority of Nigerians become aware of the effect of their continued patronage of foreign made goods and that Government should not relent on enlightenment programme through radio and television until every citizen becomes proud of home made goods.