| Title: |
Influence of Transit Advertising on The Patronage of Dr. Aladdin's Herbal Mixture in Anambra State |
| Author(s): |
Somtochukwu Uche Mmaju & Chinedu Igboeli |
| Abstract: |
Dr. Aladdin's Seven Keys Herbal Mixture is a popular herbal product in different cities in Anambra State. The aim of this study was to determine the level of exposure of residents in Anambra State to transit advertisements of Dr. Aladdin's 7 Keys Herbal Mixture. This study is anchored on two theoretical frameworks: Health Belief Model (HBM) and Protection Motivation Theory (PMT). The work adopted the survey research method. The sample size for this study was 384 drawn from a target population of 1,379,865 residents of the select cities and towns in Anambra State using the Cozby's (2004) table of sample size determination. The questionnaire was used as an instrument for data collection. The study found, among others, that respondents were aware of the transit advertising of Dr. Aladdin's 7 Keys Herbal Mixture and the advert message persuaded them to buy the product, that they had favourable attitude towards herbal mixture advertised, and they bought the products based on persuasive nature of the transit advertising
approaches adopted by marketers of the product and that the transit advertisements are clear and well understood by recipients who used them for personal need satisfaction and led them to decision-making on patronage of the products. The research concludes that the percentage of respondents who have been exposed to the transit advertisements was also significantly large and could remember the main messages that
were present in the advertisements. This implies that transit advertising is effective towards creating awareness of herbal medicine products among the residents of the selected cities. |
| Keywords: |
Transit Advertising, Dr Aladdin's Herbal Mixture, Consumer Buying Influence, Herbal Product Marke
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