Impact of Local Radio on Small-Scale Business Promotion: A Descriptive Study of Koko-Besse Local Government Area, Kebbi State
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Small-scale businesses are vital to economic development, particularly in rural areas such as Koko-Besse Local Government Area, Kebbi State. Local radio serves as an essential platform for promoting small-scale businesses by providing affordable advertising, sharing success stories, and offering business tips. By broadcasting in local languages, radio stations ensure that business information reaches a broad audience, including those with limited literacy. Studies show that local radio significantly enhances market access and customer engagement for small-scale entrepreneurs (Yahaya & Sani, 2023; Bala, 2024). This study examines the impact of local radio on small-scale business promotion in Koko-Besse LGA, focusing on its contributions, challenges, and opportunities.
1.2 Statement of the Problem
Despite the potential of local radio to promote small-scale businesses, challenges such as limited airtime, high advertising costs, and lack of targeted programming hinder its effectiveness in Koko-Besse LGA. Additionally, there is insufficient empirical evidence on how local radio influences business growth and customer engagement in the area. This study investigates the impact of local radio on small-scale business promotion in Koko-Besse LGA, addressing these gaps and offering recommendations.
1.3 Objectives of the Study
1. To evaluate the role of local radio in promoting small-scale businesses in Koko-Besse LGA.
2. To assess the impact of local radio on business growth and customer engagement in Koko-Besse LGA.
3. To identify challenges and opportunities in using local radio for small-scale business promotion in Koko-Besse LGA.
1.4 Research Questions
1. How does local radio promote small-scale businesses in Koko-Besse LGA?
2. What impact does local radio have on business growth and customer engagement in Koko-Besse LGA?
3. What challenges and opportunities exist in using local radio for small-scale business promotion in Koko-Besse LGA?
1.5 Research Hypotheses
1. Local radio significantly promotes small-scale businesses in Koko-Besse LGA.
2. Local radio positively impacts business growth and customer engagement in Koko-Besse LGA.
3. Challenges such as limited airtime affect the effectiveness of local radio in promoting small-scale businesses.
1.6 Significance of the Study
This study underscores the importance of local radio in supporting small-scale businesses and fostering economic growth. By focusing on Koko-Besse LGA, the research provides insights for business owners, media practitioners, and policymakers. The findings will inform strategies to enhance the role of local radio in promoting entrepreneurship and business development.
1.7 Scope and Limitations of the Study
The study is limited to local radio programs promoting small-scale businesses in Koko-Besse Local Government Area, Kebbi State. It does not include other forms of media or regions.
1.8 Operational Definition of Terms
1. Local Radio: Community-based radio stations that broadcast in local languages and cater to regional audiences.
2. Small-Scale Businesses: Enterprises with limited capital, workforce, and market reach.
3. Business Promotion: Activities aimed at increasing the visibility, sales, and growth of businesses.
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