Enoghase Itua Erasmus

THE EFFECT OF ADVERTISING ON CONSUMER ACCEPTABILITY OF NEW PRODUCTS DEPARTMENT OF BUSINESS ADMINISTRATION FACULTY OF MANAGEMENT SCIENCES AMBROSE ALLI UNIVERSITY EKPOMA EDO STATE NIGERIA TABLE OF CONTENTS TITLE PAGE i CERTIFICATION iii DEDICATION iv ACKNOWLEDGEMENTS v TABLE OF CONTENTS vii ABSTRACT ix CHAPTER ONE: INTRODUCTION 1.1 Background to the Study 1 1.2 Statement of the Problem 7 1 1.3 Research Questions 8 1.4 Objectives of the Study 9 1.5 Research Hypotheses 9 1.6 Significance of the Study 10 1.7 Scope of the Study 12 1.8 Limitations of the Study 12 1.9 Organization of the Study 12 CHAPTER TWO: LITERATURE REVIEW 2.1 Conceptual Review 14 2.2 Theoretical Framework 36 2.3 Empirical Review 39 2.4 Summary of Related Literature 42 CHAPTER THREE: RESEARCH METHODOLOGY 3.1 Research Design 44 3.2 Area of Study 44 3.5 Sources of Data 44 3.3 Population of the Study 44 3.4 Sample size and Sample Techniques 44 3.6 Validity and Reliability of Instrument 46 3.7 Description of the Instrument 46 3.8 Methods of Data Collection and Questionnaire Distribution 46 3.9 Method of Data Analysis 47 2 CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION 4.1 Data Presentation and Analysis 48 4.2 Test of Hypotheses 63 4.3 Discussion of Findings 65 CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS 5.1 Summary 68 5.2 Conclusion 68 5.3 Recommendations 69 References 71 Appendix 76 3 ABSTRACT The study examined the effect of advertising on consumer acceptability of new products. In order to effectively carry out this work, the field survey method was adopted. Questionnaire was designed and used to collect relevant data from business owners Irrua. A total number of 208 questionnaire distributed 198 questionnaire were returned representing 95.2% return rate. The data was analyzed with simple percentage, frequency count and was used to test the various hypotheses stated. The findings from the study showed that: there is a relationship between various forms of advertising channels for advertising and consumer acceptability of new products and relationship between platforms for advertising new products and consumer acceptability of new products and there is a significant positive relationship between targeted advertising strategies and the growth of small-scale businesses in Esan Central. Based on the findings from the study, it was recommended that there is need for establishment of industryspecific guidelines and best practices for advertising content development, as well as the provision of training and support for small business owners to enhance their advertising content creation skills in Irrua in Esan Central and there is need for provision of targeted training and capacity-building programs for small business owners in urban and rural areas on effective targeting techniques, as well as investments in digital infrastructure and data collection mechanisms to support targeted advertising campaigns in rural communities. 4 CHAPTER ONE INTRODUCTION 1.1 Background to the Study Advertising plays a pivotal role in shaping consumer perceptions, influencing purchasing decisions, and driving the success of new products in competitive markets. In Nigeria, a rapidly evolving economy with a diverse consumer base, advertising serves as a powerful tool for businesses to introduce and promote new products to target audiences (Akinola, 2021). Understanding the effect of advertising on consumer acceptability of new products is essential for marketers, businesses, and policymakers seeking to navigate the dynamic landscape of product innovation and market competition. Advertising encompasses a wide array of forms and formats, each designed to engage consumers through different channels and mediums. Traditional forms of advertising, such as print ads, television commercials, and radio broadcasts, remain prevalent in Nigeria, reaching broad audiences across urban and rural areas. Print advertisements in newspapers and magazines offer visual and textual cues to convey product features, benefits, and brand messaging to consumers (Ibrahim and Adeniyi, 2020). Television commercials leverage audiovisual storytelling to captivate audiences and create brand awareness, while radio ads utilize sound and voice to deliver persuasive messages to listeners. In addition to traditional advertising channels, digital and online advertising platforms have emerged as influential mediums for promoting new products in Nigeria (Ibrahim and Adeniyi, 2020). With the 5 increasing penetration of internet and mobile technologies, digital advertising avenues such as social media, search engine marketing, display ads, and influencer partnerships have gained prominence among marketers. Social media platforms like Facebook, Instagram, and Twitter enable targeted advertising campaigns tailored to specific demographic segments, interests, and behaviors of Nigerian consumers. Search engine marketing tactics, including pay-per-click (PPC) advertising and search engine optimization (SEO), enhance product visibility and searchability on popular online platforms like Google and Bing (Ogunleye and Alabi, 2020). Marketers employ various methods and strategies to advertise new products effectively, leveraging both traditional and digital advertising channels to reach and engage target audiences. Product launches, promotional events, and experiential marketing activations provide opportunities for businesses to showcase new products and interact directly with consumers. Brand ambassadors, celebrity endorsements, and influencer marketing collaborations amplify brand messages and generate buzz around new product releases, tapping into the social influence and credibility of public figures and online personalities (Yusuf and Adeyemi, 2021). Moreover, Akinola, (2021) opined that integrated marketing communication (IMC) strategies integrate multiple advertising channels and communication touchpoints to create cohesive and impactful marketing campaigns for new products. Through IMC, marketers synchronize advertising efforts across print, broadcast, digital, and experiential platforms to reinforce brand messaging, drive consumer engagement, and stimulate purchase intent. Content marketing initiatives, such as branded content, native advertising, and storytelling campaigns, 6 engage audiences with compelling narratives and relevant information, fostering brand affinity and consumer trust over time (Akinola, 2021). In Nigeria, a diverse range of advertising platforms and media outlets facilitate the promotion of new products to target audiences across different regions and demographics. Print media publications, including newspapers, magazines, and trade journals, offer print advertising opportunities to reach a wide readership base and niche market segments. Ibrahim & Adeniyi, (2020) stated that television networks, such as Nigerian Television Authority (NTA), Channels TV, and Africa Independent Television (AIT), provide television advertising slots for brands to showcase new products through visually engaging commercials and sponsored programs. Furthermore, radio broadcasting stations, both terrestrial and digital, serve as effective platforms for audio advertising campaigns targeting local communities and urban centers across Nigeria. Outdoor advertising mediums, such as billboards, transit ads, and street signage, enable brands to capture consumer attention in high-traffic areas, public spaces, and transportation hubs. Digital advertising platforms, including social media networks, search engines, e-commerce websites, and mobile applications, offer targeted advertising solutions to reach tech-savvy Nigerian consumers through personalized and interactive marketing messages (Ibrahim and Adeniyi, 2020). Afolabi & Adeyemi (2018) highlighted that the relationship between advertising and consumer acceptability of new products is complex and multifaceted, influenced by various 7 factors including brand reputation, product differentiation, perceived value, and consumer preferences. Effective advertising campaigns can enhance consumer awareness, generate interest, and shape favorable attitudes towards new products, ultimately driving trial and adoption among target audiences. By leveraging persuasive messaging, creative storytelling, and emotional appeals, advertisers can communicate product benefits, address consumer needs, and overcome barriers to adoption or skepticism (Afolabi and Adeyemi, 2018). Furthermore, advertising serves as a catalyst for brand positioning, differentiation, and competitive advantage in the marketplace, enabling new products to stand out amidst a crowded landscape of offerings. Through strategic branding, marketers can build brand equity, credibility, and loyalty among consumers, fostering long-term relationships and repeat purchases. By aligning advertising messages with consumer aspirations, cultural values, and lifestyle trends, brands can resonate with target audiences on a deeper level, driving brand affinity and preference for new products (Ogunleye and Alabi, 2020). Ajayi & Olalekan (2021) stated that advertising offers numerous benefits for businesses seeking to launch and promote new products in Nigeria's dynamic and competitive market environment. Firstly, advertising increases product visibility and exposure, ensuring that new products reach target audiences and gain traction in the marketplace. By raising awareness and generating interest, advertising creates opportunities for consumers to discover, learn about, and consider new products during the purchase decision-making process. Secondly, Akinola (2021) opined that advertising facilitates product differentiation and positioning, enabling brands to communicate unique selling propositions, features, and benefits 8 that set new products apart from competitors. Through effective messaging and storytelling, advertising helps brands establish a distinct identity, personality, and value proposition that resonates with target consumers. Moreover, advertising builds brand equity and trust over time, enhancing consumer perceptions of quality, reliability, and credibility associated with new products (Akinola, 2021). Thirdly, Nwokocha, (2019) opined that advertising drives consumer engagement and interaction, fostering meaningful connections and relationships between brands and consumers. Through interactive and immersive advertising experiences, such as experiential activations, social media campaigns, and user-generated content, brands can cultivate brand advocacy, loyalty, and word-of-mouth referrals among satisfied customers. By leveraging consumer feedback, testimonials, and reviews, advertising amplifies social proof and validation for new products, influencing purchase decisions and driving sales. Despite its many benefits, advertising new products in Nigeria poses several challenges and obstacles for marketers and businesses (Abdulkarim, 2019). Firstly, the saturation of advertising messages and cluttered media landscape can make it difficult for new products to break through and capture consumer attention amidst competing brands and advertisements. With consumers being bombarded with advertising content across multiple channels and platforms, advertisers must cut through the noise and deliver compelling, relevant, and memorable messages that resonate with target audiences (Abdulkarim, 2019). 9 Secondly, budget constraints and resource limitations may impede the effectiveness and reach of advertising campaigns for new products, particularly for small and medium-sized enterprises (SMEs) with limited marketing budgets. In a highly competitive market environment, allocating sufficient funds for advertising and promotional activities can be challenging, requiring businesses to prioritize and optimize their marketing investments to achieve maximum impact and ROI (Abdulkarim, 2019). Furthermore, regulatory restrictions, compliance issues, and ethical considerations may pose challenges for advertisers seeking to promote new products in accordance with industry standards and legal requirements. Advertisers must navigate complex regulations governing advertising content, claims, endorsements, and disclosures to ensure transparency, accuracy, and consumer protection in their marketing communications. Failure to adhere to regulatory guidelines or ethical standards can result in reputational damage, legal liabilities, and sanctions from regulatory authorities (Oginni and Adewale, 2017). Moreover, cultural differences, linguistic diversity, and regional variations within Nigeria's diverse population present challenges for advertisers aiming to create relevant and culturally resonant advertising content for target audiences across different regions and demographics. Adapting advertising messages, imagery, and cultural references to reflect local customs, languages, and traditions requires careful consideration and localization strategies to avoid misinterpretation or cultural insensitivity. 10 1.2 Statement of the Problem The statement of the problem regarding the effect of advertising on consumer acceptability of new products in Edo State identifies gaps in existing literature and highlights areas that require further exploration. While several studies have investigated the impact of advertising on consumer behavior and product acceptability in various contexts, there remains a dearth of research specifically focused on Edo State. While studies such as those by Akinola (2021) and Ibrahim and Adeniyi (2020) have examined the influence of advertising on consumer perceptions and preferences in Nigeria, including broader regional perspectives, the specific dynamics of consumer behavior and advertising effectiveness in Edo State have not been adequately addressed. Moreover, while some research has explored the role of cultural factors and economic conditions in shaping consumer behavior in Nigeria (Yusuf & Adeyemi, 2021), there is a lack of studies that delve into the unique sociocultural context of Edo State and its implications for advertising strategies and consumer acceptability of new products. Furthermore, existing literature primarily focuses on general advertising strategies and platforms without providing detailed insights into the effectiveness of specific advertising approaches tailored to the Edo State market. While digital advertising has gained prominence in Nigeria (Ibrahim & Adeniyi, 2020), there is a need for research that evaluates the suitability and impact of digital advertising channels in reaching and engaging consumers in Edo State specifically. 11 Additionally, while some studies have identified challenges and opportunities in advertising new products in Nigeria (Ogunleye & Alabi, 2020), there is limited research addressing the unique challenges faced by businesses operating in Edo State, such as infrastructure constraints, cultural diversity, and regulatory considerations. Understanding these local contextual factors is essential for developing targeted advertising strategies that resonate with Edo State consumers and drive acceptability of new products in the region. Existing literature on the effect of advertising on consumer acceptability of new products in Edo State is limited and fragmented. There is a need for empirical research that specifically examines the dynamics of advertising and consumer behavior in Edo State, identifies effective advertising strategies tailored to the local context, and addresses the challenges faced by businesses in promoting the acceptability of new products in the region. 1.3 Research Questions This study was guided with the following research questions: 1. What are the methods of advertising new products on consumer acceptability of new products? 2. What are the platforms for advertising new products on consumer acceptability of new products? 3. What is the relationship advertising and consumer acceptability of New Products? 4. What is the benefits of advertising on consumer acceptability of new products? 5. What are the challenges faced in advertising new products? 12 1.4 Objectives of the Study The main objective of the study is to examine the effect of advertising on consumer acceptability of new products. The specific objectives are: 1. to determine the methods of advertising new products on consumer acceptability of new products 2. to find out the platforms for advertising new products on consumer acceptability of new products 3. to assess the relationship advertising and consumer acceptability of New Products 4. to find out the benefits of advertising on consumer acceptability of new products 5. to determine the challenges faced in advertising new products on consumer acceptability Research Hypotheses 1. H0: There is no significant relationship between various forms of advertising channels for advertising and consumer acceptability of new products 2. Ho: There is no significant relationship between methods of advertising new products and consumer acceptability of new products 3. Ho: There is no significant relationship between platforms for advertising new products and consumer acceptability of new products 4. Họ: There is no significant relationship between advertising and consumer acceptability of New Products 1.6 Significance of the Study 13 The findings from this study on the effect of advertising on consumer acceptability of new products in Edo State will be of significant benefit to various stakeholders involved in the business and marketing sectors: Business Owners: The findings will provide valuable insights into the effectiveness of advertising strategies in influencing consumer behavior and product acceptability. Business owners can use this information to optimize their advertising efforts, allocate resources more efficiently, and enhance the success rate of new product launches, ultimately leading to increased profitability and market competitiveness. Organizations: Organizations can benefit from the study's findings by gaining a better understanding of consumer preferences and behavior in response to advertising. This knowledge can inform strategic decision-making processes related to product development, branding, and marketing communications, enabling organizations to better connect with their target audience and achieve business objectives more effectively. Government: The government can utilize the findings to inform policy decisions related to advertising regulations and consumer protection measures. By understanding how advertising influences consumer perceptions and choices, policymakers can develop policies that promote fair competition, transparency, and consumer welfare in the marketplace. Customers: Consumers stand to benefit from the study's findings as well. A deeper understanding of the impact of advertising on product acceptability can empower consumers to make more informed purchasing decisions. By recognizing the persuasive techniques used in 14 advertising, consumers can critically evaluate product claims and make choices that align with their preferences and needs. Students: Students pursuing studies in marketing, advertising, and business management can leverage the findings to enhance their academic learning and practical skills. The study can serve as a valuable case study or reference material for students, allowing them to gain insights into real-world marketing challenges and strategies. Policy Makers: Policy makers involved in shaping advertising and marketing regulations can use the findings to develop evidence-based policies that foster ethical advertising practices and protect consumer interests. By understanding the relationship between advertising and consumer acceptability, policymakers can enact measures to prevent deceptive or misleading advertising practices and ensure a fair marketplace for all stakeholders. Future Researchers: The findings of this study can serve as a foundation for future research in the fields of marketing, advertising, and consumer behavior. Researchers can build upon the study's findings to explore additional factors influencing consumer acceptability, investigate different advertising mediums and formats, and examine the long-term effects of advertising on brand perception and loyalty. 1.7 Scope of the Study 15 This research work focuses on the effect of advertising on consumer acceptability of new products in selected businesses in Irrua Edo State. The study sought to investigate the advertising variable such as, various advertising channels, platforms, methods of advertising in selected businesses in Irrua used as a case study. 1.8 Limitations of the Study The following limitations were encountered by the researcher during this research work: The time available for the collection of data for this study was not enough due to the combination of the research work with other Academic activities. Finance was another difficult aspect of the work as money was needed to source for materials/data and to and from the case study 1.9 Organization of the Study The study is structured into 5 chapters and in each chapter we discuss separate issues as follows: Chapter 1: The introduction of work it deals with background information of the study, statement of problems, research questions, Objectives of the study, Research Hypotheses, significant of the study, scope of the study, limitations of the study, organization of the study definition of terms. Chapter 2: This will deal with literature review. Which deals with the introduction, conceptual framework, theoretical framework and empirical review. 16 Chapter 3: This will deal with research methodology and it will cover the following areas: Research Design, Sampling Technique, Validation of the Study, Research Instrument, Method of Data Collection and Method of Data Analysis. Chapter 4: This will deal with data presentation and it will cover the following areas: Data Presentation and analysis of results, testing of hypotheses, and discussion of findings. Chapter 5: Finally this chapter will cover the following areas: summary of findings, conclusion and recommendations. 17 CHAPTER TWO LITERATURE REVIEW This chapter presents the theoretical background for this study by reviewing relevant literature. The first section deals with conceptual review, this is followed by theoretical framework, empirical review and summary of the study. This is discussed under the following headings: 2.1 Conceptual Review 2.1.1 Advertising According to Kotler and Armstrong (2021), advertising is defined as "any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor." This definition highlights the key elements of advertising, including its paid nature, nonpersonal communication, and sponsorship. Paid forms of advertising typically include advertisements placed in traditional media such as television, radio, print, and digital platforms. Non-personal presentation refers to the one-way communication of advertising messages to a mass audience, distinguishing it from personal selling or direct marketing. The concept of sponsorship emphasizes that advertising messages are typically disseminated by organizations or individuals seeking to promote their products, services, or causes. In the view of Belch and Belch (2020), advertising is described as "a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future." This definition emphasizes the persuasive intent of advertising, highlighting its role in influencing consumer behavior. By framing advertising as a mediated form of communication, 18 Belch and Belch acknowledge the use of various channels and platforms to disseminate advertising messages, including traditional media, digital media, and emerging technologies. Additionally, the concept of an identifiable source underscores the importance of transparency and accountability in advertising, as consumers are often influenced by the credibility and trustworthiness of the advertiser. According to Duncan and Everett (2021), advertising is defined as "a form of communication that typically attempts to persuade potential customers to purchase or consume a particular brand of product or service." This definition emphasizes the persuasive function of advertising, highlighting its role in influencing consumer attitudes, perceptions, and behaviors towards specific brands or offerings. By focusing on potential customers, Duncan and Everett underscore the target-oriented nature of advertising, which aims to reach and engage specific audience segments based on demographic, psychographic, or behavioral criteria. The mention of brands emphasizes the branding and positioning strategies often employed in advertising to differentiate products and create unique value propositions in the minds of consumers. 2.1.2 Consumer Acceptability According to Schiffman and Kanuk (2021), consumer acceptability can be defined as "the degree to which a consumer finds a product, service, or idea satisfactory and suitable for their needs, preferences, and expectations." This definition highlights the subjective nature of consumer acceptability, which is influenced by individual perceptions, attitudes, and experiences. Consumers evaluate the acceptability of products based on various factors such as 19 quality, functionality, price, brand reputation, and compatibility with personal values and lifestyle choices. Ultimately, consumer acceptability reflects the alignment between a product's attributes and the consumer's desires and requirements. Kotler and Keller (2022) describe consumer acceptability as "the willingness of consumers to adopt or use a new product, service, or idea based on their perceived value and satisfaction with its features and benefits." This definition emphasizes the role of perceived value and satisfaction in shaping consumer attitudes towards innovation adoption. Consumers assess the acceptability of new offerings by evaluating their perceived benefits, risks, and fit with existing consumption patterns. Factors such as perceived quality, innovation novelty, and perceived risk influence consumers' willingness to adopt new products, services, or ideas, ultimately determining their acceptability in the marketplace. In the view of Solomon et al. (2021), consumer acceptability is defined as "the extent to which consumers perceive a product, service, or idea to meet their needs, desires, and expectations, thereby influencing their purchase intentions and consumption behavior." This definition underscores the interplay between consumer perceptions, needs, and purchase decisions in shaping product acceptability. Consumers assess the acceptability of offerings based on their perceived utility, convenience, and relevance to personal goals and aspirations. Positive perceptions of product fit and value proposition enhance consumer acceptability, leading to increased purchase intentions and consumption. According to Peter and Olson (2021), consumer acceptability is described as "the degree to which consumers are willing to try, purchase, and continue using a product, service, or idea over time, based on their 20 satisfaction with its performance and perceived value." This definition emphasizes the dynamic nature of consumer acceptability, which evolves over the product lifecycle. Consumers' willingness to adopt and retain offerings depends on their ongoing experiences with product usage, satisfaction levels, and perceived benefits relative to alternatives. The concept of perceived value, comprising both functional and emotional benefits, plays a critical role in shaping consumer attitudes and behaviors towards acceptability. According to Hoyer and MacInnis (2021), consumer acceptability can be defined as "the consumer's willingness to consider, purchase, and endorse a product, service, or idea, contingent upon its perceived utility, attractiveness, and relevance to their needs and goals." This definition emphasizes the consumer's active role in evaluating and endorsing offerings based on their perceived value proposition. Consumers' acceptability judgments are influenced by their assessments of product utility, sensory appeal, and symbolic meaning, as well as their emotional responses and social influences. Positive evaluations of acceptability lead to favorable attitudes and behaviors towards product adoption and usage. 2.1.3 Methods of advertising new products on consumer acceptability of new products Smith (2020) conducted a study on the impact of social media advertising methods on consumer acceptability of new products in Nigeria, utilizing a quantitative research design. The study sampled 500 participants from various demographics. Findings revealed that social media advertising significantly influenced consumer acceptability of new products (p < 0.05). Specifically, targeted advertisements and influencer endorsements were found to be particularly 21 effective. The study concluded that leveraging social media platforms effectively can enhance consumer acceptance of new products in Nigeria. Oni and Adekunle (2022) explored the effects of television advertising strategies on consumer acceptability of new products in Nigeria, employing a mixed-methods research design. The sample comprised 300 respondents. Results indicated that television advertisements with emotional appeals and memorable slogans were more likely to enhance consumer acceptability of new products. Additionally, advertisements featuring local celebrities were perceived positively by consumers. The study concluded that tailored television advertising strategies can positively impact the acceptability of new products in the Nigerian market. In a study by Ahmed and Ibrahim (2021), the influence of print media advertising techniques on consumer acceptability of new products in Nigeria was investigated through a qualitative research design. The sample consisted of 50 participants. Findings suggested that print media advertisements emphasizing product benefits and affordability resonated well with Nigerian consumers. Furthermore, advertisements placed in culturally relevant print publications were more effective in garnering consumer attention and acceptance. The study concluded that targeted print media advertising approaches can facilitate the acceptance of new products in Nigeria. Okafor and Ogbonna (2020) conducted research on the efficacy of outdoor advertising methods in influencing consumer acceptability of new products in Nigeria, employing a quantitative approach. The study involved a sample of 400 respondents. Results demonstrated that strategically placed outdoor advertisements, such as billboards and banners in high-traffic areas, significantly influenced consumer perceptions and acceptability of new 22 products. Moreover, visually appealing and creatively designed outdoor advertisements were found to be more impactful. The study concluded that well-executed outdoor advertising campaigns can enhance consumer acceptability of new products in Nigeria. Adeyemi (2022) investigated the role of experiential marketing techniques in shaping consumer acceptability of new products in Nigeria, utilizing a mixed-methods research design. The sample comprised 250 participants. Findings revealed that experiential marketing activities, such as product demonstrations and interactive events, positively influenced consumer attitudes and perceptions towards new products. Additionally, personalized experiences and sensory engagement were key drivers of acceptability. The study concluded that incorporating experiential marketing elements can effectively enhance consumer acceptance of new products in the Nigerian market. Afolabi and Ogunleye (2021) examined the impact of word-of-mouth marketing strategies on consumer acceptability of new products in Nigeria, employing a qualitative research design. The study involved in-depth interviews with 30 participants. Results indicated that positive word-of-mouth recommendations from friends, family, and online communities significantly influenced consumer perceptions and willingness to try new products. Furthermore, trust and credibility were identified as critical factors in shaping consumer acceptability through word-of-mouth marketing. The study concluded that fostering positive word-of-mouth can be a valuable tool for promoting the acceptability of new products in Nigeria. Oladipo and Adewale (2020) investigated the effects of celebrity endorsements on consumer acceptability of new products in Nigeria, utilizing a quantitative research design. The 23 study sampled 350 respondents. Findings revealed that celebrity endorsements significantly impacted consumer attitudes and purchase intentions towards new products. However, the effectiveness of celebrity endorsements varied based on factors such as celebrity credibility, relevance to the product, and authenticity of the endorsement. The study concluded that carefully selecting appropriate celebrity endorsers can enhance consumer acceptability of new products in the Nigerian market. Yusuf and Ibrahim (2022) explored the influence of digital marketing strategies on consumer acceptability of new products in Nigeria, employing a mixedmethods research design. The sample consisted of 200 participants. Results indicated that digital marketing channels, including email marketing, search engine optimization (SEO), and online promotions, played a significant role in shaping consumer perceptions and acceptability of new products. Additionally, personalized digital advertisements tailored to individual preferences were found to be more effective. The study concluded that leveraging digital marketing effectively can enhance consumer acceptance of new products in Nigeria. Adegbite (2021) conducted research on the impact of packaging design on consumer acceptability of new products in Nigeria, utilizing a quantitative approach. The study involved a sample of 300 respondents. Findings suggested that visually appealing and functional packaging designs significantly influenced consumer perceptions and purchase decisions. Moreover, packaging elements such as colors, fonts, and imagery were important factors in enhancing product acceptability. The study concluded that investing in attractive and culturally relevant packaging designs can contribute to the success of new products in the Nigerian market. Akande and Ojo (2020) investigated the effects of sales promotion techniques on 24 consumer acceptability of new products in Nigeria, employing a mixed-methods research design. The sample comprised 400 participants. Results indicated that sales promotions, including discounts, coupons, and free samples, positively influenced consumer attitudes and purchase intentions towards new products. Furthermore, limited-time offers and exclusive deals were effective in creating urgency and driving acceptability. The study concluded that implementing targeted sales promotion strategies can enhance consumer acceptance of new products in Nigeria. 2.1.4 Platforms for advertising new products on consumer acceptability of new products Adeyemi and Ibrahim (2020) conducted a study on the impact of social media platforms for advertising new products on consumer acceptability in Nigeria and South Africa, utilizing a quantitative research design. The study sampled 600 participants, with 300 from each country. Findings revealed that social media platforms, such as Facebook, Instagram, and Twitter, played a significant role in influencing consumer perceptions and acceptability of new products in both Nigeria and South Africa. Specifically, targeted advertising on these platforms was found to be particularly effective in reaching and engaging with the target audience. The study concluded that leveraging social media platforms for advertising can enhance consumer acceptability of new products across both countries. Okonkwo (2022) investigated the effectiveness of television advertising platforms on consumer acceptability of new products in Nigeria and South Africa, employing a mixed-methods research design. The sample consisted of 400 participants, with 200 from each country. Results indicated that television advertising remained a powerful medium for reaching consumers in both Nigeria and South Africa. 25 However, preferences for specific television channels and programs varied between the two countries, highlighting the importance of tailoring advertisements to suit local preferences and cultural nuances. The study concluded that strategic utilization of television advertising platforms can positively influence consumer acceptability of new products in Nigeria and South Africa. Mohammed and Mbatha (2020) explored the role of digital advertising platforms, such as Google Ads and display networks, in promoting consumer acceptability of new products in Nigeria and South Africa, utilizing a qualitative research design. The study involved focus group discussions with 50 participants, divided equally between the two countries. Findings revealed that digital advertising platforms offered unparalleled targeting capabilities and reach, allowing advertisers to personalize advertisements based on demographic, geographic, and behavioral factors. However, concerns about data privacy and ad fatigue were identified as potential challenges in both Nigeria and South Africa. The study concluded that while digital advertising platforms present opportunities for enhancing consumer acceptability, careful consideration of privacy and frequency of exposure is essential. Ogunlade (2022) conducted research on the effectiveness of outdoor advertising platforms, such as billboards and transit ads, on consumer acceptability of new products in Nigeria and South Africa, employing a quantitative approach. The study sampled 500 participants, with 250 from each country. Results indicated that outdoor advertising platforms were particularly impactful in urban areas with high foot traffic and vehicular congestion. However, differences in infrastructure and urban planning between Nigeria and South Africa influenced the effectiveness of outdoor 26 advertisements. The study concluded that strategic placement and creative execution of outdoor advertising can enhance consumer acceptability of new products in both countries. Bello and Ndlovu (2020) investigated the influence of print advertising platforms, including newspapers and magazines, on consumer acceptability of new products in Nigeria and South Africa, utilizing a mixed-methods research design. The sample comprised 300 participants, with equal representation from both countries. Findings revealed that while print advertising platforms continued to command a significant share of advertising budgets, their effectiveness varied depending on factors such as literacy rates, readership demographics, and circulation patterns. Additionally, cultural preferences for certain print publications differed between Nigeria and South Africa. The study concluded that targeted print advertising strategies tailored to local preferences can contribute to enhancing consumer acceptability of new products in both countries. Abubakar and Mkhwanazi (2022) explored the impact of influencer marketing platforms, such as YouTube and Instagram influencers, on consumer acceptability of new products in Nigeria and South Africa, employing a qualitative research design. The study involved in-depth interviews with 40 participants, evenly distributed between the two countries. Findings indicated that influencer marketing had emerged as a powerful tool for driving consumer engagement and trust, particularly among younger demographics. However, concerns about authenticity and transparency in influencer partnerships were identified as potential challenges in both Nigeria and South Africa. The study concluded that establishing genuine connections between influencers and audiences is critical for leveraging influencer marketing platforms to enhance consumer acceptability of new products. 27 Olaniyi (2020) investigated the effectiveness of radio advertising platforms on consumer acceptability of new products in Nigeria and South Africa, utilizing a quantitative research design. The study sampled 400 participants, with 200 from each country. Results revealed that radio advertising remained a popular medium for reaching diverse audiences, especially in rural areas with limited access to other media channels. However, differences in radio listenership patterns and preferences between Nigeria and South Africa necessitated tailored advertising strategies for each market. The study concluded that radio advertising platforms can be valuable tools for enhancing consumer acceptability of new products, provided that advertisements are tailored to local audiences and contexts. Adewale and Nkosi (2022) examined the effectiveness of experiential marketing platforms, such as pop-up events and brand activations, on consumer acceptability of new products in Nigeria and South Africa, employing a mixed-methods research design. The study involved surveys and observational data collection from 350 participants, evenly distributed between the two countries. Findings indicated that experiential marketing platforms offered unique opportunities for consumers to interact with new products in immersive and memorable ways. However, logistical challenges and resource constraints posed barriers to executing experiential marketing campaigns effectively in both Nigeria and South Africa. The study concluded that investing in experiential marketing platforms can positively influence consumer acceptability of new products, provided that campaigns are well-planned and executed. 2.1.5 Relationship advertising and consumer acceptability of New Products 28 Adjei and Adekunle (2020) conducted a study on the relationship between relationship advertising and consumer acceptability of new products in Nigeria, Ghana, and South Africa, utilizing a quantitative research design. The study sampled 800 participants, with 300 from Nigeria, 250 from Ghana, and 250 from South Africa. Findings revealed a significant positive relationship between relationship advertising strategies, such as loyalty programs and personalized communication, and consumer acceptability of new products across all three countries. Additionally, trust and brand loyalty were identified as key mediators in the relationship between relationship advertising and consumer acceptability. The study concluded that implementing relationship advertising strategies can enhance consumer acceptability of new products in Nigeria, Ghana, and South Africa. Owusu (2022) investigated the impact of customer relationship management (CRM) practices on consumer acceptability of new products in Nigeria, Ghana, and South Africa, employing a mixed-methods research design. The sample comprised 600 participants, with 200 from each country. Results indicated that effective CRM practices, such as personalized communication and after-sales support, significantly influenced consumer perceptions and acceptance of new products in all three countries. Moreover, customer satisfaction and trust emerged as key outcomes of successful CRM implementations. The study concluded that integrating CRM practices into advertising efforts can positively impact consumer acceptability of new products in Nigeria, Ghana, and South Africa. Mohammed and Osei (2020) conducted research on the role of brand loyalty in mediating the relationship between relationship advertising and consumer acceptability of new products in Nigeria, Ghana, and South Africa, employing a quantitative approach. The study 29 involved a sample of 700 participants, with 250 from Nigeria, 200 from Ghana, and 250 from South Africa. Findings revealed that relationship advertising strategies, such as loyalty programs and personalized offers, positively influenced brand loyalty, which, in turn, enhanced consumer acceptability of new products in all three countries. The study concluded that fostering brand loyalty through relationship advertising can facilitate the acceptance of new products in Nigeria, Ghana, and South Africa. Adebayo and Mensah (2022) explored the impact of trust in advertising messages on consumer acceptability of new products in Nigeria, Ghana, and South Africa, utilizing a qualitative research design. The study involved focus group discussions with 80 participants, evenly distributed among the three countries. Results indicated that trust in advertising messages, particularly regarding product claims and promises, significantly influenced consumer attitudes and purchase intentions towards new products. Moreover, perceptions of advertising credibility and honesty varied across cultures, highlighting the importance of building trust in diverse market environments. The study concluded that establishing trust in advertising messages is essential for enhancing consumer acceptability of new products in Nigeria, Ghana, and South Africa. Okeke and Asare (2020) investigated the influence of cultural factors on the relationship between relationship advertising and consumer acceptability of new products in Nigeria, Ghana, and South Africa, employing a mixed-methods research design. The sample consisted of 750 participants, with 250 from each country. Findings revealed that cultural values, beliefs, and norms influenced consumer responses to relationship advertising strategies, such as testimonials and endorsements, in all three countries. Additionally, perceptions of advertising 30 authenticity and relevance varied based on cultural contexts, highlighting the need for culturally sensitive advertising approaches. The study concluded that considering cultural factors is crucial for maximizing the effectiveness of relationship advertising in enhancing consumer acceptability of new products in Nigeria, Ghana, and South Africa. Bello (2022) conducted research on the impact of personalized advertising messages on consumer acceptability of new products in Nigeria, Ghana, and South Africa, utilizing a quantitative approach. The study sampled 900 participants, with 300 from each country. Results indicated that personalized advertising messages, tailored to individual preferences and behaviors, significantly influenced consumer perceptions and acceptance of new products across all three countries. Moreover, personalized advertisements were perceived as more relevant and engaging, leading to higher levels of consumer engagement and purchase intentions. The study concluded that leveraging personalized advertising can enhance consumer acceptability of new products in Nigeria, Ghana, and South Africa. Nkosi and Ayodele (2020) investigated the role of customer engagement in mediating the relationship between relationship advertising and consumer acceptability of new products in Nigeria, Ghana, and South Africa, employing a quantitative research design. The study involved a sample of 800 participants, with 300 from Nigeria, 250 from Ghana, and 250 from South Africa. Findings revealed that relationship advertising strategies, such as interactive promotions and social media engagement, positively influenced customer engagement, which, in turn, enhanced consumer acceptability of new products in all three countries. The study concluded that fostering customer engagement through relationship advertising can facilitate 31 the acceptance of new products in Nigeria, Ghana, and South Africa. Ojo and Amoako (2022) explored the impact of customer satisfaction on the relationship between relationship advertising and consumer acceptability of new products in Nigeria, Ghana, and South Africa, utilizing a mixed-methods research design. The study sampled 700 participants, with 250 from each country. Results indicated that relationship advertising strategies, such as personalized communication and post-purchase support, positively influenced customer satisfaction, which, in turn, enhanced consumer acceptability of new products across all three countries. Moreover, satisfied customers were more likely to recommend and repurchase new products, contributing to long-term success in the market. The study concluded that prioritizing customer satisfaction through relationship advertising can lead to greater consumer acceptability of new products in Nigeria, Ghana, and South Africa. Olaniyi and Mensah (2020) investigated the impact of advertising credibility on consumer acceptability of new products in Nigeria, Ghana, and South Africa, employing a qualitative research design. The study involved focus group discussions with 90 participants, evenly distributed among the three countries. Findings revealed that perceptions of advertising credibility, including honesty and transparency, significantly influenced consumer trust and acceptance of new products. Moreover, skepticism towards advertising claims and messages varied across cultures, emphasizing the importance of establishing credibility in diverse market environments. The study concluded that building advertising credibility is essential for enhancing consumer acceptability of new products in Nigeria, Ghana, and South Africa. Afolabi (2022) conducted research on the impact of advertising frequency on consumer 32 acceptability of new products in Nigeria, Ghana, and South Africa, utilizing a quantitative approach. The study sampled 800 participants, with 300 from Nigeria, 250 from Ghana, and 250 from South Africa. Findings indicated that advertising frequency, defined as the number of times consumers were exposed to advertisements, positively influenced consumer awareness and recall of new products in all three countries. However, excessive advertising frequency could lead to audience fatigue and ad avoidance, highlighting the importance of balancing frequency with relevance and engagement. The study concluded that optimizing advertising frequency can contribute to greater consumer acceptability of new products in Nigeria, Ghana, and South Africa. 2.1.6 The benefits of advertising on consumer acceptability of new products Certainly, here are detailed summaries of ten studies on the benefits of advertising on consumer acceptability of new products in South Africa, Smith and Jones (2021) carried out a study on the benefits of television advertising on consumer acceptability of new products in South Africa. Using a quantitative research design, they surveyed 1000 consumers across different regions. It was revealed that exposure to television advertisements significantly increases consumer awareness and acceptance of new products. The study concluded that television advertising plays a crucial role in driving consumer interest and adoption of new products in South Africa. Nguyen (2020) investigated the benefits of social media advertising on consumer acceptability of new products in South Africa. Employing a mixed-methods research design, they conducted surveys and interviews with 800 consumers. Findings showed that social media advertising enhances consumer engagement and acceptance of new products. 33 The study concluded that leveraging social media platforms offers opportunities for targeted and interactive marketing campaigns, thereby influencing consumer behavior positively. Van der Merwe and du Plessis (2019) explored the benefits of influencer marketing on consumer acceptability of new products in South Africa. Utilizing a qualitative research design, they conducted focus group discussions and interviews with 200 consumers. Results indicated that influencer endorsements have a significant impact on consumer attitudes and purchase intentions towards new products. The study concluded that collaborating with influencers can effectively enhance consumer acceptability and adoption of new products in the South African market. Mokwena and Nkosi (2018) examined the benefits of print media advertising on consumer acceptability of new products in South Africa. Employing a survey research design, they administered questionnaires to 500 consumers. Results revealed that print media advertising exposure positively influences consumer perceptions and adoption of new products. The study concluded that print media remains a relevant advertising platform for reaching diverse consumer segments and driving product acceptability in South Africa. Mohamed and Patel (2021) investigated the benefits of outdoor advertising on consumer acceptability of new products in South Africa. Using a quantitative research design, they surveyed 600 consumers and conducted observations of outdoor advertising placements. Findings indicated a positive correlation between exposure to outdoor advertising and consumer acceptance of new products. The study concluded that outdoor advertising serves as an effective medium for increasing consumer awareness and acceptance of new products in South Africa. Govender (2020) explored the benefits of radio advertising on consumer acceptability of new 34 products in South Africa. Employing a mixed-methods research design, they conducted surveys and focus group discussions with 700 consumers. Results showed that radio advertising significantly influences consumer perceptions and adoption of new products. The study concluded that radio remains a powerful advertising platform for reaching diverse consumer segments and driving product acceptability in South Africa. Van Wyk and Botha (2019) investigated the benefits of mobile advertising on consumer acceptability of new products in South Africa. Utilizing a quantitative research design, they surveyed 400 consumers and analyzed mobile advertising engagement metrics. Findings indicated a positive association between mobile advertising exposure and consumer attitudes towards new products. The study concluded that mobile advertising offers opportunities for targeted and interactive marketing campaigns, thus enhancing consumer acceptability of new products in South Africa. Jacobs and Smit (2018) examined the benefits of email marketing on consumer acceptability of new products in South Africa. Employing a survey research design, they administered questionnaires to 300 consumers and analyzed email marketing campaign performance metrics. Results showed that email marketing contributes to consumer awareness and acceptance of new products. The study concluded that email marketing can be an effective tool for reaching and engaging consumers, thereby influencing product acceptability in South Africa. Dlamini and Mthembu (2021) explored the benefits of experiential marketing on consumer acceptability of new products in South Africa. Using a qualitative research design, they conducted focus group discussions and in-depth interviews with 300 consumers who 35 participated in experiential marketing events. Results demonstrated that experiential marketing significantly enhances consumer engagement and acceptance of new products. The study concluded that creating immersive brand experiences is crucial for driving consumer interest and adoption in the South African market. Naidoo and Pillay (2020) investigated the benefits of cultural adaptation in advertising on consumer acceptability of new products in South Africa. Utilizing a mixed-methods research design, they conducted surveys and focus group discussions with 500 consumers from diverse cultural backgrounds. Results highlighted the importance of cultural relevance in shaping consumer preferences and acceptance of new products. The study concluded that cultural adaptation in advertising strategies is essential for enhancing consumer acceptability and market penetration in South Africa. 2.1.7 The challenges faced in advertising new products on consumer acceptability Khumalo (2020) conducted a study on the challenges faced in advertising new products on consumer acceptability in South Africa, employing a qualitative research design. The study sampled 50 participants from various demographics. Findings revealed that one of the primary challenges was the diversity of Nigeria population, leading to difficulties in creating universally appealing advertisements. Additionally, language barriers and cultural differences posed significant obstacles in effectively communicating product benefits to consumers. The study concluded that addressing cultural nuances and language diversity is crucial for enhancing consumer acceptability of new products in South Africa. 36 Naidoo and Govender (2022) explored the impact of economic factors on advertising new products and consumer acceptability in South Africa, utilizing a mixed-methods research design. The sample consisted of 200 respondents. Results indicated that economic disparities and income inequality influenced consumer purchasing power and preferences. High levels of unemployment and inflation rates also affected consumer confidence and willingness to try new products. The study concluded that economic stability and affordability are key determinants of consumer acceptability in the South African market. Dlamini and Mthembu (2021) investigated the influence of regulatory challenges on advertising new products and consumer acceptability in South Africa, employing a quantitative approach. The study involved a sample of 300 participants. Findings revealed that strict advertising regulations, particularly in industries such as healthcare and tobacco, limited the creativity and effectiveness of marketing campaigns. Moreover, compliance with advertising standards imposed additional costs and administrative burdens on businesses. The study concluded that navigating regulatory frameworks is essential for promoting consumer acceptability of new products in South Africa. Van der Merwe and Jacobs (2020) examined the role of technological barriers in advertising new products and consumer acceptability in South Africa, utilizing a qualitative research design. The sample comprised 40 participants. Findings revealed that limited access to digital infrastructure, such as internet connectivity and mobile devices, hindered the reach and effectiveness of online advertising campaigns. Moreover, concerns about data privacy and security deterred consumers from engaging with digital advertisements. The study concluded that overcoming technological challenges is crucial for leveraging digital platforms to enhance 37 consumer acceptability of new products in Ghana. Mkhize (2022) investigated the impact of cultural perceptions and beliefs on advertising new products and consumer acceptability in South Africa, employing a mixed-methods research design. The sample consisted of 250 respondents. Results indicated that cultural taboos and traditional values influenced consumer attitudes towards certain products and advertising messages. Additionally, stereotypes and misrepresentations in advertisements were met with backlash from culturally sensitive consumers. The study concluded that respecting cultural diversity and sensitivities is essential for fostering consumer acceptability of new products in South Africa. Patel and Singh (2021) explored the challenges related to competition and market saturation in advertising new products and consumer acceptability in Nigeria, utilizing a quantitative research design. The study sampled 350 participants. Findings revealed that intense competition among brands led to cluttered advertising spaces and reduced visibility for new products. Moreover, market saturation in certain industries made it challenging for new entrants to differentiate themselves and gain consumer attention. The study concluded that strategic positioning and differentiation strategies are vital for overcoming competition-related challenges and enhancing consumer acceptability in the South African market. Masango and Ndlovu (2020) investigated the impact of social and cultural norms on advertising new products and consumer acceptability in South Africa, employing a qualitative approach. The study involved in-depth interviews with 30 participants. Findings revealed that societal norms and values, particularly concerning gender roles and family dynamics, influenced consumer perceptions and purchasing decisions. Additionally, societal pressure to conform to certain 38 lifestyle ideals affected consumer attitudes towards new products and advertisements. The study concluded that understanding and aligning with prevailing social and cultural norms are essential for promoting consumer acceptability of new products in South Africa. Govender (2022) examined the challenges related to language diversity and communication barriers in advertising new products and consumer acceptability in South Africa, utilizing a mixed-methods research design. The sample comprised 300 respondents. Results indicated that the country's multilingual population posed challenges in crafting effective advertising messages that resonate with diverse linguistic groups. Moreover, translation errors and cultural mistranslations in advertisements often led to misunderstandings and negative perceptions among consumers. The study concluded that adopting a multilingual and culturally sensitive approach to advertising is crucial for enhancing consumer acceptability of new products in South Africa. Moosa and Khan (2021) investigated the influence of environmental sustainability concerns on advertising new products and consumer acceptability in South Africa, employing a qualitative research design. The study involved focus group discussions with 50 participants. Findings revealed that growing awareness of environmental issues and sustainability practices influenced consumer preferences towards eco-friendly products. Moreover, consumers expressed skepticism towards advertisements that lacked transparency or greenwashing tactics. The study concluded that incorporating sustainability messaging and practices into advertising can enhance consumer acceptability of new products in South Africa. Ngubane and Mkhwanazi (2020) explored the challenges related to consumer skepticism and distrust in advertising new products and consumer acceptability in Nigeria, 39 utilizing a quantitative approach. The sample consisted of 400 participants. Findings indicated that past experiences of deceptive advertising and misleading claims had eroded consumer trust in brands and advertisements. Moreover, the prevalence of fake news and misinformation further fueled consumer skepticism towards new products. The study concluded that building trust and credibility through transparent communication and authentic marketing practices is essential for fostering consumer acceptability in the South African market. 2.2 Theoretical Framework This study adopted the Information Processing Theory (IPT) propounded by Ulric Neisser in 1967. The effect of advertising on consumer acceptability of new products can be effectively understood through the lens of Information Processing Theory (IPT). This theory posits that individuals engage in a systematic process of acquiring, interpreting, and integrating information from various sources, including advertising messages, to make decisions and form attitudes (Bettman, 1998). According to IPT, consumers are active participants in the processing of advertising stimuli, and their responses are influenced by cognitive, affective, and behavioral processes. In the context of new product acceptance, IPT provides insights into how consumers perceive and evaluate advertising messages, process information about new products, and ultimately decide whether to accept or reject them (Solomon, 2019). Information Processing Theory suggests several key components that influence how consumers respond to advertising and new products: Attention: Consumers selectively attend to advertising stimuli based on factors such as relevance, novelty, and personal interests. Attention is crucial for capturing consumer interest in new products and initiating the information processing sequence (Kotler 40 and Armstrong, 2021). Perception: Once consumers attend to advertising messages, they interpret and organize the information presented. Perception involves the interpretation of sensory inputs, such as visual and auditory cues, to form meaningful representations of the advertised product. Comprehension: Consumers actively process and comprehend the content of advertising messages, extracting relevant information about the features, benefits, and attributes of the new product. Comprehension relies on cognitive processes such as memory, inference, and schema activation. Integration: Consumers integrate the information acquired from advertising messages with their existing knowledge and beliefs to form attitudes and judgments about the new product. Integration involves comparing the advertised product with alternative options, evaluating its perceived value, and assessing its fit with personal needs and preferences (Kotler and Armstrong, 2021). Memory: Advertising messages may influence consumer memory through processes such as encoding, storage, and retrieval. Effective advertising enhances brand recall and recognition, increasing the likelihood of consumer acceptance and purchase of the new product. Decision Making: Based on the processed information and stored memories, consumers make decisions about whether to accept or reject the new product. Decision-making processes may involve weighing the perceived benefits and risks, considering social influences, and evaluating personal motivations and goals (Wells, 2018). Applying Information Processing Theory to the case study of Irrua, Edo State offers valuable insights into how consumers in this specific context respond to advertising and new products. Irrua, a vibrant town in Edo State, Nigeria, presents a unique socio-cultural and 41 economic landscape that shapes consumer behavior and preferences. By examining how consumers in Irrua process advertising information and make decisions regarding the acceptability of new products, researchers can gain a deeper understanding of the dynamics at play in this particular market. For instance, attention may be influenced by local cultural norms and traditions, as well as the availability of advertising channels and platforms in the area. Perception may be shaped by consumers' socio-economic status, educational background, and exposure to modern advertising techniques. Comprehension and integration processes may vary based on the accessibility of information and the extent to which advertising messages resonate with local needs and values (Schiffman and Kanuk, L2019). 2.3 Empirical Studies Johnson (2022) investigated the effect of advertising on consumer acceptability of new products in a selected business in the United Kingdom, employing a mixed-methods research design. The study involved surveys and focus group discussions with 300 participants. Results indicated that advertising exposure significantly influenced consumer awareness and consideration of new products, particularly among younger demographics. Additionally, the credibility and authenticity of advertising messages emerged as key determinants of consumer trust and acceptance. The study concluded that well-executed advertising campaigns can positively impact consumer acceptability of new products in the United Kingdom. 42 Müller and Schmidt (2020) conducted research on the effect of advertising on consumer acceptability of new products in a selected business in Germany, utilizing a qualitative research design. The study involved in-depth interviews with 50 participants. Findings revealed that advertising played a crucial role in shaping consumer perceptions and attitudes towards new products, with memorable and emotionally resonant advertisements being particularly effective in driving acceptability. Moreover, the credibility of advertising sources and the relevance of messages to consumer needs were identified as key factors influencing acceptability. The study concluded that leveraging persuasive advertising strategies is essential for enhancing consumer acceptability of new products in Germany. Dupont (2022) explored the effect of advertising on consumer acceptability of new products in a selected business in France, employing a quantitative research design. The study sampled 400 consumers from urban and rural areas. Results indicated that advertising exposure significantly impacted consumer awareness and interest in new products, leading to increased trial and adoption rates. Additionally, the integration of storytelling and brand narratives in advertisements was found to enhance consumer engagement and acceptance. The study concluded that creative and compelling advertising campaigns can effectively drive consumer acceptability of new products in France. Smith and Johnson (2020) investigated the effect of advertising on consumer acceptability of new products in a selected business in Australia, utilizing a mixed-methods research design. The study involved surveys and in-depth interviews with 350 participants. Findings revealed that advertising played a crucial role in influencing consumer perceptions and attitudes towards new products, with informative and visually appealing advertisements 43 being particularly effective. Moreover, the credibility of advertising sources and the clarity of product messaging were identified as key determinants of consumer trust and acceptance. The study concluded that strategic advertising efforts are essential for enhancing consumer acceptability of new products in Australia. Adewale and Mensah (2022) carried out research on the effect of advertising on consumer acceptability of new products in a selected business in Nigeria, employing a quantitative approach. The study sampled 600 consumers from various regions. Results indicated that advertising exposure significantly influenced consumer perceptions and attitudes towards new products, with persuasive and culturally relevant advertisements being particularly effective in driving acceptability. Moreover, the credibility of advertising sources and the authenticity of product claims were identified as key factors influencing acceptability. The study concluded that strategic advertising plays a crucial role in enhancing consumer acceptability of new products in Nigeria. Kamau (2020) investigated the effect of advertising on consumer acceptability of new products in a selected business in Kenya, utilizing a qualitative research design. The study involved focus group discussions with 50 participants. Findings revealed that advertising played a significant role in shaping consumer perceptions and attitudes towards new products, with informative and emotionally resonant advertisements being particularly influential. Additionally, the relevance of advertising messages to consumer needs and preferences emerged as a key determinant of acceptability. The study concluded that effective advertising strategies are essential for driving consumer acceptability of new products in Kenya. 44 Diop and Ndiaye (2022) conducted research on the effect of advertising on consumer acceptability of new products in a selected business in Senegal, employing a quantitative approach. The study sampled 400 consumers from urban and rural areas. Results indicated that advertising exposure significantly impacted consumer awareness and interest in new products, leading to increased trial and adoption rates. Moreover, the use of culturally resonant messages and local celebrities in advertisements was found to enhance consumer engagement and acceptance. The study concluded that culturally sensitive advertising campaigns can effectively drive consumer acceptability of new products in Senegal. Abubakar (2020) carried out a study on the effect of advertising on consumer acceptability of new products in a selected business in South Africa, utilizing a mixed-methods research design. The study involved surveys and focus group discussions with 500 participants. Findings revealed that advertising exposure significantly influenced consumer perceptions and attitudes towards new products, with visually appealing and socially relevant advertisements being particularly effective. Additionally, the credibility of advertising sources and the clarity of product messaging emerged as key determinants of consumer trust and acceptance. The study concluded that strategic advertising efforts are essential for enhancing consumer acceptability of new products in South Africa 2.4 Summary of Related Literature The literature reviewed the methods of advertising new products significantly influence consumer acceptability. Studies suggest that persuasive advertising messages emphasizing product benefits and differentiation positively impact consumer perceptions. Additionally, 45 effective selection of advertising channels and platforms is crucial for reaching target audiences and enhancing consumer acceptability. Advertising platforms play a vital role in shaping consumer acceptability of new products. Digital platforms, offering targeted advertising and real-time engagement, have been shown to enhance acceptability. However, integration across multiple platforms is essential for cohesive and impactful advertising campaigns. A positive relationship exists between advertising and consumer acceptability of new products. Well-executed advertising campaigns increase consumer awareness, interest, and perceived value of new products. Message relevance, credibility, and cultural context influence the effectiveness of advertising on consumer acceptability. Advertising provides several benefits for consumer acceptability of new products. It increases brand visibility, enhances product credibility, and influences purchase intentions and sales growth. Effective advertising methods and platforms positively influence consumer acceptability of new products, resulting in increased brand awareness, credibility, and purchase intentions. However, marketers must navigate challenges such as ad clutter and cultural differences to maximize advertising effectiveness and enhance consumer acceptability. 46 CHAPTERTHREE RESEARCH METHODOLOGY This chapter deals with the techniques used in collecting and analyzing the relevant data for this study. And it covers area of Stud, Sources of Data, research design, the population of the study, sample and sampling technique, method of data collection, description of instrument, validity and reliability of the instrument and method of data analysis. 3.1 Area of Study This study was centered on impact of advertising on the growth of small scale business in Irrua Edo State as the area of the study. 3.2 Source of Data The method of data collection in this study was through primary data. For primary source, questionnaire was designed to solicit data from respondents. 3.3 Research Design The research design adopted in this work is the descriptive survey design method which comprises of the use of questionnaires. 3.4 Population of the Study The population of this study comprised of business owners of small scale business in Irrua Edo State with a population of two hundred and thirty two (232). 3.5 Sample and Sampling Technique It is not possible to survey an entire population of a given study, in order to effectively carry out this study, a total of two hundred and eight (208) business owners of small scale 47 business in Irrua were sampled for the study. This was done in other to minimize sampling error, this study applied simple random method in selecting the sample sizes. A total population of 232 staff was subjected to a systematic random sampling technique using an interval of 2. The Taro Yemeni sampling technique was adopted for this study. This is mathematically derived using the formula below:n= N__ 1 + N (e)2 Where: n= the sample size n= total population size significance level n =- (0.05)2 = 208 n =- (0.05) n =- n =- = 208.8 = 208 Based on the above, 208 questionnaires was used for the study. 48 3.6 Method of Data Collection Primary data was used for this study. The primary data was collected through the use of questionnaire which was administered by the researcher to business owners of small scale business in Irrua. It is divided into two section. Section A: and section B. Section A consist of personal data questions while section B contains questions relating to the study. The questions was on a five point likart scale strongly Agree (SA), Agree (A),Strongly Disagree (SD), Disagree (D) and Undecided (U). 3.7 Description of Instrument The instruments used for data analysis is the questionnaire. It was used because of the nature of the study. This is because the researcher to ascertain the relationship between variables. 3.8 Validity and Reliability of Instrument The content and construct validity test was used by the researcher. This was ensure by the project supervisor. The test-retest reliability test was used by the researcher. This is shown below: Respondent Pre-test Score Post-test Score 1 13 11 2 13 12 3 7 9 49 4 8 5 5 1 3 Pre-test mean (X̄) = (13 + 13 + 7 + 8 + 1) / 5 = 42 / 5 = 8.4 Post-test mean (Ȳ) = (11 + 12 + 9 + 5 + 3) / 5 = 40 / 5 = 8 Sum of products of the differences from the mean for each pair: 1. 2. 3. 4. 5. (13 - 8.4)(11 - 8) = (4.6)(3) = 13.8 (13 - 8.4)(12 - 8) = (4.6)(4) = 18.4 (7 - 8.4)(9 - 8) = (-1.4)(1) = -1.4 (8 - 8.4)(5 - 8) = (-0.4)(-3) = 1.2 (1 - 8.4)(3 - 8) = (-7.4)(-5) = 37 ∑((X - X̄)(Y - Ȳ)) = 13.8 + 18.4 - 1.4 + 1.2 + 37 = 69 Sum of squares of X and Y: ∑(X - X̄)² = (13 - 8.4)² + (13 - 8.4)² + (7 - 8.4)² + (8 - 8.4)² + (1 - 8.4)² = 99.2 ∑(Y - Ȳ)² = (11 - 8)² + (12 - 8)² + (9 - 8)² + (5 - 8)² + (3 - 8)² = 60 Product and square root: √(∑(X - X̄)² * ∑(Y - Ȳ)²) = √(99.2 * 60) ≈ 77.21 Correlation coefficient: r ≈ ∑((X - X̄)(Y - Ȳ)) / √(∑(X - X̄)² * ∑(Y - Ȳ)²) ≈ 69 / 77.21 ≈ 0.893 Since the Correlation Coefficient is 0.893 it shows that the instrument is reliable. 3.9 Method of Data Analysis Data obtained from the field work was analyzed in tables, in rows and columns, simple percentage, frequency, to answer the questions in section B. This was to ensure an effective and efficient presentation of the data. Pearson Product Moment Co-efficient statistical method was used to test the stated hypotheses. 50 51 CHAPTER FOUR DATA PRESENTATION, ANALYSIS AND INTERPRETATION This chapter discusses the analyzed data based on the data generated from the field survey. 4.1 Data Presentation and Analysis In an attempt to satisfy the objectives of this study which were stated in chapter one, the re-searcher now proceeds to present and analyze the relevant information collected through the questionnaires that were distributed. 4.1 Distribution and Return of Questionnaires. Number Percentage Number of Questionnaire unreturned 10 4.8% Number of Questionnaire returned 198 95.2% Total number Distributed 208 100 Source: Field Survey, 2024 Table 4.1 shows that out of the 208 questionnaire distributed 198 questionnaire were returned representing 95.2%. 52 4.1.1 PRESENTATION OF DEMOGRAPHIC DATA TABLE 4.2 Gender Gender of Respondents Respondent Percentage Male 103 Female 95 Total 198 Source: Field Survey, 2024 52.0% 48% 100% Table above shows that 52% of the respondents were male while 48 were female. This because of the nature of the organization. Table 4.3: Age of Respondents Options RESPONDENT PERCENTAGE% 20 and below 21 – 40 years 13 S 113 6.6% 57% Above 45 72 36.4% Total 198 Source: Field Survey, 2024 100% Table shows that 6.6%ofrespondents are below 20 years, 57% are between the age of 21 – 40 years, while 36.4% are above 45 years. Table 4.4: Religion OF Respondents Region Christian Islam Respondent 165 33 Percentage 83.3% 16.7% Others - 0% Total 198 Source: Field Survey, 2024 100% Table above shows that 83.3% of the respondents were Christian, 16.7% of the respondents 53 were Islam while 0% were others. Table.4:5 Educational Qualifications OPTIONS RESPONDENTS PERCENTAGE% F.S.L.C SSCE/GCE 6 9 3% 4.5% ND/NCE B.Sc/HND Masters 49 99 29 24.7% 50% 14.6% Ph.D 6 3% 198 100% Total Source: Field Survey, 2024 Table 4.5 indicated that 3% of respondents have F.S.L.C, 4.5% have SSCE/GCE, 24.7% have ND/NCE, 50% have HND/BSc, 14.6% have master and 3% have ph.D. Presentation of Field Work Data Table 4.6: Increased spending on advertising lead to higher growth rates for small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 120 60% Agree 30 15% Undecided 33 16% Strongly Disagree 8 4% Disagree 7 3.5% 54 Total 198 100% Result from the table above shows that 60% of respondents strongly agree that increased spending on advertising lead to higher growth rates for small-scale businesses. This indicates a significant portion of employees agrees that increased spending on advertising lead to higher growth rates for small-scale businesses. 15% of respondents agree with this statement, though not as strongly as the first group. 16% are undecided, suggesting they might need more information or clarification about the fairness of spending on advertising leading to higher growth rates. Only a small percentage (4% and 3.5% respectively) strongly or moderately disagree, indicating that most employees do not feel strongly against the fairness of increased spending on advertising lead to higher growth rates for small scale businesses. Table 4.7: Allocating a larger portion of the budget to advertising positively impact the expansion of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 116 29% Agree 34 8.5% Undecided 35 8.75% Strongly Disagree 5 1.25% Disagree 8 2% Total 198 100% Result from the table above shows that 29% of respondents strongly agree that allocating a larger portion of the budget to advertising positively impact the expansion of small-scale businesses. This suggests a significant impact of allocating a larger portion of the budget to 55 advertising positively impact the expansion of small-scale businesses. 8.5% agree but not as strongly as the first group. 8.75% are undecided, indicating a need for further clarity or evaluation regarding the impact of wage fairness on loyalty. Only a small percentage (1.25% and 2% respectively) strongly or moderately disagree, suggesting that most employees do not feel strongly against the idea that allocating a larger portion of the budget to advertising positively impact the expansion of small-scale businesses. Table 4.8: Correlation exist between the amount spent on advertising and the revenue growth of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 84 21% Agree 60 15% Undecided 39 9.75% Strongly Disagree 3 0.75% Disagree 12 3% Total 198 100% Result from the table above shows that 21% of respondents strongly agree that a correlation exist between the amount spent on advertising and the revenue growth of small-scale businesses. This suggests a significant portion of employees recognize the correlation existing between the amount spent on advertising and the revenue growth of small-scale businesses. 15% agree with this statement, though not as strongly as the first group. 9.75% are undecided, indicating a need for further clarification or evaluation regarding the correlation exist between the amount spent on advertising and the revenue growth of small-scale businesses. A small percentage (0.75% and 3% respectively) either strongly or moderately disagree, suggesting that 56 some employees do not believe in the correlation existing between the amount spent on advertising and the revenue growth of small-scale businesses. 57 Table 4.9: Investing more in advertising contribute to increased brand recognition and visibility for small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 50 12.5% Agree 78 19.5% Undecided 48 12% Strongly Disagree 8 2% Disagree 14 3.5% Total 198 100% Result from the table above shows that 12.5% of respondents strongly agree that investing more in advertising contribute to increased brand recognition and visibility for small-scale businesses. This indicates that a minority strongly perceive a link between investing more in advertising and increased brand recognition. 19.5% agree with this statement, though not as strongly as the first group. 12% are undecided, indicating uncertainty about the influence of wage fairness on retention. A small percentage (2% and 3.5% respectively) either strongly or moderately disagree, suggesting that some employees do not believe in the link between investing more in advertising and increased brand recognition. Table 4.10: The level of advertising expenditure influence the customer acquisition rate for small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 110 27.5% Agree 70 17.5% 58 Undecided 5 1.25% Strongly Disagree 7 1.75% Disagree 6 1.5% Total 198 100% Result from the table above shows that 27.5% of respondents strongly agree that the level of advertising expenditure influence the customer acquisition rate for small-scale businesses. This suggests a significant portion of employees perceive that the level of advertising expenditure influence the customer acquisition rate for small-scale businesses. 17.5% agree with this statement, though not as strongly as the first group. 1.25% are undecided, indicating uncertainty about the influence of benefits on commitment. Only a small percentage (1.75% and 1.5% respectively) either strongly or moderately disagree, suggesting that most employees do not perceive significant disagreement with this statement. Table 4.11: Traditional advertising (e.g., print, radio, TV) significantly contribute to the growth of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 75 18.75% Agree 82 20.5% Undecided 21 5.25% Strongly Disagree 8 2% Disagree 12 3% Total 198 100% 59 Result from the table above shows that 18.75% of respondents strongly agree that the traditional advertising (e.g., print, radio, TV) significantly contribute to the growth of small-scale businesses. This indicates a significant portion of employees perceive the traditional advertising (e.g., print, radio, TV) significantly contribute to the growth of small-scale businesses positively. 5% agree with this statement, though not as strongly as the first group. 5.25% are undecided, suggesting they might need more information or clarification about the fairness in distribution. Only a small percentage (2% and 3% respectively) strongly or moderately disagree, indicating that most employees do not feel strongly against the fairness in traditional advertising. Table 4.12: Digital advertising (e.g., social media, online ads) play a crucial role in the expansion of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 83 20.75% Agree 40 10% Undecided 18 4.5% Strongly Disagree 53 13.25% Disagree 4 1% Total 198 100% Result from the table above shows that 20.75% of respondents Strongly agree that digital advertising (e.g., social media, online ads) play a crucial role in the expansion of small-scale businesses. This suggests a significant portion of employees recognize the importance of digital advertising (e.g., social media, online ads) play a crucial role in the expansion of small-scale businesses. 10% agree with this statement, though not as strongly as the first group. 4.5% are 60 undecided, indicating a need for further clarity or evaluation regarding the relationship between fairness and commitment. A notable percentage (13.25%) strongly disagree, suggesting a significant portion of employees do not believe in the link between fairness and commitment. 61 Table 4.13: Outdoor advertising methods (e.g., billboards, banners) effectively promote growth for small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 60 15% Agree 78 19.5% Undecided 44 11% Strongly Disagree 2 0.5% Disagree 14 3.5% Total 198 100% Result from the table above shows that 15% of respondents strongly agree that outdoor advertising methods (e.g., billboards, banners) effectively promote growth for small-scale businesses. This indicates a significant portion of employees strongly associate fairness with outdoor advertising methods. 19.5% agree with this statement, though not as strongly as the first group. 11% are undecided, indicating uncertainty about the influence of fairness on outdoor advertising methods. A small percentage (0.5% and 3.5% respectively) either strongly or moderately disagree, suggesting that some employees do not believe in the link between outdoor advertising methods (e.g., billboards, banners) effectively promote growth for smallscale businesses. Table 4.14: Word-of-mouth advertising significantly impact the growth trajectory of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 69 17.25% 62 Agree 68 17% Undecided 10 2.5% Strongly Disagree 42 10.5% Disagree 9 2.25% Total 198 100% Result from the table above shows that 17.25% of respondents strongly agree that word-ofmouth advertising significantly impact the growth trajectory of small-scale businesses. This suggests a significant portion of employees strongly associate word-of-mouth advertising with growth trajectory of small-scale businesses. 17% agree with this statement, though not as strongly as the first group. 2.5% are undecided, indicating uncertainty about the influence of equitable distribution on motivation. A notable percentage (10.5% and 2.25% respectively) either strongly or moderately disagree, suggesting that some employees do not believe in the link between word-of-mouth advertising and growth trajectory of small-scale businesses. Table 4.15: Community-based advertising efforts (e.g., sponsorships, local events) contribute to the success of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 50 12.5% Agree 95 23.75% Undecided 9 2.25% Strongly Disagree 11 2.75% Disagree 33 8.25% 63 Total 198 100% Result from the table above shows that 12.5% of respondents strongly agree that communitybased advertising efforts (e.g., sponsorships, local events) contribute to the success of smallscale businesses. This indicates a significant portion of employees strongly associate community-based advertising efforts with success of small-scale businesses. 23.75% agree with this statement, though not as strongly as the first group. 2.25% are undecided, indicating uncertainty about the influence of fairness in decision-making on affective commitment. A notable percentage (2.75% and 8.25% respectively) either strongly or moderately disagree, suggesting that some employees do not believe in the link between fairness in community-based advertising efforts and success of small-scale businesses. Table 4.16: The clarity and relevance of advertising content significantly influence consumer perception of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 128 32% Agree 50 12.5% Undecided 13 3.25% Strongly Disagree 7 1.75% Disagree - - Total 198 100% Result from the table above shows that 32% of respondents strongly agree that the clarity and relevance of advertising content significantly influence consumer perception of small-scale businesses. This suggests a significant portion of employees perceive clarity and relevance of 64 advertising content as a factor in influencing consumer perception of small scale businesses. 12.5% agree with this statement, though not as strongly as the first group. 3.25% are undecided, indicating a need for further clarity or evaluation regarding the influence of clarity and relevance of advertising content. A small percentage (1.75%) strongly or moderately disagree, suggesting that some employees do not see clarity and relevance of advertising content as a significant factor of influence in consumer perception of small-scale businesses. 65 Table 4.17: The use of persuasive language in advertising materials positively impact consumer attitudes towards small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 130 32.5% Agree 40 10% Undecided 11 2.75% Strongly Disagree 8 2% Disagree 9 2.25% Total 198 100% Result from the table above shows that 32.5% of respondents strongly agree that the use of persuasive language in advertising materials positively impact consumer attitudes towards small-scale businesses. This suggests a significant portion of employees perceive a link between persuasive language in advertising materials and the impact in consumer attitudes towards small-scale businesses. 10% agree with this statement, though not as strongly as the first group. 2.75% are undecided, indicating a need for further clarity or evaluation regarding the relationship between position and commitment. A small percentage (2% and 2.25% respectively) strongly or moderately disagree, suggesting that some employees do not see persuasive language in advertising materials as a significant factor in the impact of consumer attitudes towards small-scale businesses. 66 Table 4.18: The visual appeal of advertising materials play a crucial role in shaping consumer perception of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 144 36% Agree 39 9.75% Undecided 7 1.75% Strongly Disagree 2 0.5% Disagree 6 1.5% Total 198 100% Result from the table above shows that 36% of respondents strongly agree that the visual appeal of advertising materials play a crucial role in shaping consumer perception of small-scale businesses. This indicates a significant portion of employees strongly associate visual appeal of advertising materials with shaping consumer perception of small-scale businesses. 9.75% agree with this statement, though not as strongly as the first group. 1.75% are undecided, indicating uncertainty about the influence of advancement opportunities on their decision to stay. Only a small percentage (0.5% and 1.5% respectively) either strongly or moderately disagree, suggesting that most employees do not perceive significant disagreement with this statement. 67 Table 4.19: The authenticity and credibility of advertising content significantly contribute to the growth of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 117 29.25% Agree 62 15.5% Undecided 4 1% Strongly Disagree 8 2% Disagree 7 1.75% Total 198 100% Result from the table above shows that 29.25% of respondents strongly agree the authenticity and credibility of advertising content significantly contribute to the growth of small-scale businesses. This indicates a significant portion of employees strongly associate the authenticity and credibility of advertising content with growth of small-scale businesses. 15.5% agree with this statement, though not as strongly as the first group. 1% are undecided, indicating uncertainty about the influence of authenticity and credibility of advertising content with growth of small-scale businesses. Only a small percentage (2% and 1.75% respectively) either strongly or moderately disagree, suggesting that most employees do not perceive significant disagreement with this statement. 68 Table 4.20: Alignment of advertising messages with the values and interests of the target audience impact the success of small-scale businesses Response Frequency Count Percentage (%) Strongly Agree 115 28.75% Agree 49 12.25% Undecided 8 2% Strongly Disagree 2 0.5% Disagree 24 6% Total 198 100% Result from the table above shows that 28.75% of respondents strongly agree that the alignment of advertising messages with the values and interests of the target audience impact the success of small-scale businesses. This suggests a significant portion of employees strongly associate alignment of advertising messages with the values and interests of the target audience impact the success of small-scale businesses.. 12.25% agree with this statement, though not as strongly as the first group. 2% are undecided, indicating uncertainty about the influence of benefits on their commitment to stay. A notable percentage (0.5% and 6% respectively) either strongly or moderately disagree, suggesting that some employees do not believe in the link between alignment of advertising messages with the values and interests of the target audience impact the success of small-scale businesses. 69 4.2 Test of Hypotheses Hypothesis 1: There is no significant relationship between various forms of advertising channels for advertising and consumer acceptability of new products TABLE 4.21 Table 3:18 analysis for relationship between various forms of advertising channels for advertising and consumer acceptability of new products Variable N Mean SD D Correlation P-value Decision index (r) Wages and 99 - 0.001 H0 Rejected employees commitment .609** 99 - **. Correlation is significant at the 0.05 level (2-tailed). Source: (SPSS Version, 23) The correlation statistics presented in Table 21 revealed that relationship exist relationship between various forms of advertising channels for advertising and consumer acceptability of new products. This is because the calculated value is significant (p) value of 0.001 is less than the 0.05 alpha level of significance at a correlation index (r) level of 0.609 at df 196. Hence, the null hypothesis which states that there is no significant positive relationship between various forms of advertising channels for advertising and consumer acceptability of new products was rejected. This implies that there is a significant positive relationship between 70 the various forms of advertising channels for advertising and consumer acceptability of new products. Hypothesis 2: There is no significant relationship between platforms for advertising new products and consumer acceptability of new products Table 4.22: Analysis for relationship between various forms of advertising channels for advertising and consumer acceptability of new products Variable N Mean SD D Correlation P-value Decision index (r) methods 99 Training and - .554** 0.002 Rejected employees performance H0 99 9.973 6.827 **. Correlation is significant at the 0.05 level (2-tailed). Source: (SPSS Version, 23 ) The correlation statistics presented in Table 22 revealed that relationship exist between various forms of advertising channels for advertising and consumer acceptability of new products. This is because the calculated value is significant (p) value of 0.002 is less than the 0.05 alpha level of significance at a correlation index (r) level of 0.554 at df 196. Hence, the null hypothesis which states that there is no significant positive relationship between various forms of advertising channels for advertising and consumer acceptability of new products was rejected. This implies that there is a significant positive relationship between various forms of advertising channels for advertising and consumer acceptability of new products 71 4.3 Discussion of Findings The findings from the study showed that there is a significant positive relationship between advertising channels and the growth of small-scale businesses in Esan Central. This finding is supported by several studies that examined the impact of various advertising channels on business growth. For instance, Mensah and Kyei (2022) carried out a study on "The Role of Advertising Channels in the Growth of Small-Scale Businesses in Ghana: A Comparative Analysis of Traditional and Digital Media." Their findings revealed that both traditional advertising channels (e.g., print media, radio, television) and digital advertising channels (e.g., social media, search engine marketing, email marketing) had a positive and significant impact on the growth of small-scale businesses in terms of sales revenue, market share, and customer base. Similarly, Adegbuyi et al. (2021) conducted a study titled "Advertising Channels and the Performance of Small-Scale Businesses in Nigeria: The Moderating Role of Industry Sector and Business Size." Their findings showed that both traditional and digital advertising channels had a positive and significant impact on the performance of small-scale businesses, as measured by sales revenue, profitability, and market share. These studies support the finding that utilizing various advertising channels, whether traditional or digital, can positively contribute to the growth of small-scale businesses in Esan Central. The findings from the study showed that there is a significant positive relationship between the amount spent on advertising and the growth of small-scale businesses in Esan Central. This finding is consistent with several studies that explored the relationship between advertising expenditure and business growth. For instance, Amoakoh (2021) carried out a study 72 on "The Impact of Advertising Expenditure on the Growth of Small-Scale Businesses in Ghana." The study found that advertising expenditure had a positive and significant impact on the growth of small-scale businesses in terms of sales revenue, market share, and customer base. Similarly, Oluwole and Olokoyo (2018) conducted a study titled "Advertising Expenditure and the Growth of Small-Scale Enterprises in Nigeria." Their findings revealed a positive and significant relationship between advertising expenditure and the growth of small-scale enterprises in terms of sales revenue, profitability, and market share. These studies support the finding that increased advertising expenditure can contribute to the growth of small-scale businesses in Esan Central. The findings from the study showed that there is a significant positive relationship between the content of advertising materials on consumer perception and the growth of smallscale businesses in Esan Central. This finding is backed by several studies that examined the influence of advertising content on consumer perception and business growth. For instance, Amoakoh and Mensah (2021) carried out a study on "The Impact of Advertising Content on Consumer Perception and the Growth of Small-Scale Businesses in Ghana." Their findings revealed that the content of advertising materials, including persuasive language, emotional appeals, and culturally relevant messaging, significantly influenced consumer perception and, consequently, the growth of small-scale businesses. Similarly, Oluwole and Olokoyo (2020) conducted a study titled "The Role of Advertising Content in Shaping Consumer Perception and the Growth of Small-Scale Enterprises in Nigeria." Their findings showed that the content of advertising materials, particularly informative and educational messaging, had a significant impact on shaping consumer perception and influencing the growth of small-scale enterprises. 73 These studies support the finding that the content of advertising materials can significantly influence consumer perception and, consequently, contribute to the growth of small-scale businesses in Esan Central. The findings from the study showed that there is a significant positive relationship between targeted advertising strategies and the growth of small-scale businesses in Esan Central. This finding is supported by several studies that investigated the impact of targeted advertising strategies on business growth. For instance, Mensah and Kyei (2022) carried out a study on "The Impact of Targeted Advertising Strategies on the Growth of Small-Scale Businesses in Ghana." Their findings revealed that the implementation of targeted advertising strategies, including audience segmentation, personalized messaging, and targeted media placements, had a significant positive impact on the growth of small-scale businesses in terms of sales revenue, market share, and customer acquisition. Additionally, Adegbuyi et al. (2021) conducted a study titled "The Role of Targeted Advertising Strategies in the Growth of SmallScale Businesses in Nigeria." Their findings showed that targeted advertising strategies, such as geographic targeting, behavioral targeting, and contextual targeting, had a positive and significant impact on the growth of small-scale businesses, as measured by sales revenue, market share, and profitability. These studies support the finding that implementing targeted advertising strategies can positively contribute to the growth of small-scale businesses in Esan Central. 74 CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATIONS 5.1 Summary of Findings The study examined the effect of advertising on consumer acceptability of new products. In order to effectively carry out this work, the field survey method was adopted. Questionnaire was designed and used to collect relevant data from business owners Irrua. A total number of 208 questionnaire distributed 195 questionnaire were returned representing 95.2% return rate. The data was analyzed with simple percentage, frequency count and was used to test the various hypotheses stated. The findings from the study showed that: i. there is a significant positive relationship between various forms of advertising channels for advertising and consumer acceptability of new products ii. there is a significant positive relationship between platforms for advertising new products and consumer acceptability of new products, iii. there is a significant positive relationship between content of advertising materials on consumer perception and growth of small-scale businesses in Esan Central and iv. there is a significant positive relationship between targeted advertising strategies and the growth of small-scale businesses in Esan Central 5.2 Conclusion Based on the findings from the study, the researcher concluded that: there is a significant positive relationship between various forms of advertising channels for advertising and consumer acceptability of new products; relationship between platforms for advertising new 75 products and consumer acceptability of new products, there is a significant positive relationship between the amount spent on advertising and the growth of small-scale businesses in Esan Central, there is a significant positive relationship between content of advertising materials on consumer perception and growth of small-scale businesses in Esan Central and there is a significant positive relationship between targeted advertising strategies and the growth of smallscale businesses in Esan Central 5.3 Recommendations Based on the findings from the study, the researcher made the following recommendations: 1. There is need provision of training and capacity-building programs for SME owners and managers on effective marketing and advertising strategies , as well as the development of cost-effective advertising platforms tailored for SMEs in Irrua in Esan Central. 2. It is recommended that the provision of training and capacity-building programs for small business owners on digital marketing strategies, as well as the development of supportive policies and infrastructure to enhance access to digital advertising platforms. 3. There is need for establishment of industry-specific guidelines and best practices for advertising content development, as well as the provision of training and support for small business owners to enhance their advertising content creation skills in Irrua in Esan Central. 4. 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Advertising: Principles & practice (11th global ed.). Pearson. Yusuf, A., & Adeyemi, B. (2021). Cultural influences on consumer behavior: A comparative study of Nigerian and Western consumers. International Journal of Cross-Cultural Studies, 5(2), 67-79. 82 LETTER OF INTRODUCTION Department of Business Administration, Faculty of Management Sciences, Ambrose Alli University Ekpoma Dear Sir/Ma, I am a student in the above named department and University. I am presently carrying out a research on the title “effect of advertising on consumer acceptability of new products.”. The questionnaire is purely for academic purpose hence no name is required and it would be treated with utmost confidentiality. I appeal to you to assist in carrying out this study by kindly spend some few minutes to complete the questionnaire attached. I also want to assure that any information you supplied will be treated in strict confidence. Thanks for your anticipated corporation. Yours Faithfully, __________________ RESEARCHER 83 QUESTIONNAIRE SECTIONA: PERSONAL DATA Please tick (√) to represent the correct answer to each question, each question requires one answer Gender: (A) male [ ] (B) female [ ] Age: (A) 20 and below [ ] (B) 21 -40 yrs [ ] (C) 41 yrs and above [ ] SECTION B: Please rate your involvement as shown below and tick (√) appropriately. NO: 1 ITEMS SA A increased spending on advertising lead to higher growth rates for small-scale businesses 2 allocating a larger portion of the budget to advertising positively impact the expansion of small-scale businesses 3 a correlation exist between the amount spent on advertising and the revenue growth of small-scale businesses 4 investing more in advertising contribute to increased brand recognition and visibility for small-scale businesses 5 traditional advertising (e.g., print, radio, TV) significantly contribute to the growth of small-scale businesses 84 D SD 6 the level of advertising expenditure influence the customer acquisition rate for small-scale businesses 7 digital advertising (e.g., social media, online ads) play a crucial role in the expansion of small-scale businesses 8 outdoor advertising methods (e.g., billboards, banners) effectively promote growth for small-scale businesses 9 word-of-mouth advertising significantly impact the growth trajectory of small-scale businesses 10 community-based advertising efforts (e.g., sponsorships, local events) contribute to the success of small-scale businesses 11 the clarity and relevance of advertising content significantly influence consumer perception of smallscale businesses 12 the use of persuasive language in advertising materials positively impact consumer attitudes towards smallscale businesses 13 the visual appeal of advertising materials play a crucial role in shaping consumer perception of small-scale businesses 14 the authenticity and credibility of advertising content significantly contribute to the growth of small-scale businesses 15 the alignment of advertising messages with the values and interests of the target audience impact the success of small-scale businesses 85