The Influence of Nollywood Movies on Consumer Behavior in Kontagora Local Government Area, Niger State
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- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Consumer behavior, shaped by cultural, social, and psychological factors, determines purchasing decisions and market trends. Nollywood, as one of the world’s largest film industries, significantly influences Nigerian society by shaping perceptions, attitudes, and behaviors through its narratives (Obi & Adeola, 2023). In Kontagora Local Government Area, Niger State, Nollywood movies are widely consumed, often serving as both entertainment and a source of lifestyle inspiration. From showcasing fashion trends to promoting specific products, Nollywood films have the potential to impact consumer preferences and spending patterns (Okoro & Nwachukwu, 2024). This study examines how Nollywood movies influence consumer behavior in Kontagora, focusing on their role in shaping preferences and brand choices.
1.2 Statement of the Problem
While Nollywood films are known to influence societal norms and values, their specific impact on consumer behavior in Kontagora remains unclear. Despite their widespread viewership, there is limited research on how product placement, character choices, and storylines drive consumer decisions (Eze & Aliyu, 2023). This study investigates the relationship between Nollywood movies and consumer behavior in the local context of Kontagora.
1.3 Objectives of the Study
- To analyze the influence of Nollywood movies on consumer preferences in Kontagora.
- To assess the role of product placement in shaping purchasing decisions.
- To evaluate the impact of Nollywood narratives on lifestyle and spending habits.
1.4 Research Questions
- How do Nollywood movies influence consumer preferences in Kontagora?
- What role does product placement in Nollywood films play in consumer behavior?
- How do Nollywood narratives shape lifestyle and spending habits in Kontagora?
1.5 Research Hypothesis
- Nollywood movies significantly influence consumer preferences in Kontagora.
- Product placement in Nollywood films drives purchasing decisions.
- Nollywood narratives shape lifestyle choices and spending habits.
1.6 Significance of the Study
This study explores the intersection of media and consumer behavior, offering insights for marketers, filmmakers, and policymakers. Understanding how Nollywood influences consumer behavior will help brands design targeted marketing strategies and improve product placements in films.
1.7 Scope and Limitations of the Study
The study focuses on the influence of Nollywood movies on consumer behavior in Kontagora Local Government Area, Niger State.
1.8 Operational Definition of Terms
- Nollywood Movies: Films produced by the Nigerian film industry.
- Consumer Behavior: The decision-making process and actions of individuals when purchasing goods and services.
- Kontagora: A local government area in Niger State, Nigeria.
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