An investigation of the role of traditional advertising in rural markets: A case study of a consumer goods company in Kano.
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Background of the study:
Despite the rapid growth of digital media, traditional advertising continues to play a significant role in rural markets, where access to modern technology may be limited. In Kano, consumer goods companies rely on traditional channels such as radio, print, and outdoor advertising to reach rural populations. This study explores how traditional advertising methods foster brand awareness, trust, and consumer loyalty in areas with limited digital penetration (Abubakar, 2023). The research highlights the importance of localized messaging and culturally relevant content in effectively communicating with rural consumers. It discusses how traditional advertising builds credibility and provides a tangible connection between brands and communities, even in the digital age. The study also considers challenges such as limited reach, resource constraints, and competition from emerging digital platforms. By analyzing consumer responses and campaign outcomes, the investigation aims to provide insights into the effectiveness of traditional advertising strategies in rural settings, offering guidance for companies seeking to maximize impact in these unique markets (Mustapha, 2024).
Statement of the problem:
Consumer goods companies in Kano face challenges in effectively utilizing traditional advertising to reach rural markets. Despite investing in conventional channels, there is uncertainty regarding the direct impact of these methods on consumer behavior in areas with low digital adoption. The lack of measurable outcomes and evolving consumer preferences further complicates efforts to optimize traditional advertising strategies (Abubakar, 2023).
Objectives of the study:
To evaluate the effectiveness of traditional advertising in rural markets.
To identify challenges associated with traditional advertising in these settings.
To recommend strategies for enhancing the impact of conventional advertising methods.
Research questions:
How effective is traditional advertising in influencing consumer behavior in rural Kano?
What challenges hinder the effectiveness of traditional advertising?
What strategies can improve the performance of traditional advertising campaigns?
Significance of the study:
This study is significant as it provides insights into the role of traditional advertising in rural markets, offering practical recommendations for consumer goods companies in Kano. The findings will help refine advertising strategies to build stronger community connections and drive consumer engagement in non-digital environments (Abubakar, 2023; Mustapha, 2024).
Scope and limitations of the study:
This study is limited to examining traditional advertising for a consumer goods company in Kano.
Definitions of terms:
Traditional advertising: Conventional marketing methods such as print, radio, and outdoor media.
Rural markets: Geographic areas with low population density and limited digital access.
Consumer goods company: A business that produces or sells products for personal consumption.
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