Authors : M.O. Adetunji , M.O. Raufu and A.O. Olaniyi
Abstract: The study examined how advertising and sales promotions affect the demand for dairy products in Lagos metropolis. The multistage sampling procedure was used in selecting 60 respondents who consume milk and milk products. Purposive sampling procedure was used to select three producers of milk as well as 10 marketers of milk. The 60 consumers were drawn from 5 local governments in the State. Well structured questionnaires were used to obtain data from the respondents. Two sets of data were collected and used in the study. Analysis of the data was done using descriptive analysis and regression analysis as well as student t-test were used. The result showed that radio (0.280) and billboard (10.392) as media of advertisement and sales promotion had positive and significant relationship with dairy product consumption while newspaper (-3.036) and exhibition/display (-1.973) had negative but significant relationship with dairy product. Majority of the consumers (48.3%) agreed that adverts and sales promotion create awareness of products which conform with the result of the regression analysis that confirm a significant relationship between sales promotion/advertisement media and consumers demands.
M.O. Adetunji , M.O. Raufu and A.O. Olaniyi , 2007. Effect of Advertisement and Sale Promotion on Demand for Dairy Products in Lagos Metropolis, Nigeria . The Social Sciences, 2: 336-339.