Browsing by Author "Rita Oluwadarasimi AGHA"

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    Sanitary Pads Advertising Messages and Buying Behaviour of Female Students of Adeleke University, Ede, Osun State
    (Lead City University, 2022-12) Rita Oluwadarasimi AGHA
    Sanitary pads are of great importance to menstruating women across the globe. The Nigerian sanitary pad market has over twelve brands competing for market shares through advertisement to influence buying behaviour of women fold which includes young ladies. This research examined sanitary pad advertising messages and the buying behaviour of female students of Adeleke University, Ede, Osun State. The study adopted descriptive survey research design, using a researcher-designed questionnaire for data gathering from 300 respondents. Data collected was analysed using descriptive and inferential statistics. Findings revealed that, new media (82%) and broadcast media (72%) are prominent channels through which Adeleke University female students access sanitary pad advertising messages. Again, to a very large extent, respondents pay attention to contents of sanitary pad advertisement messages which motivates them to prefer the absorbent quality, skin friendly feature and stain preventive function of sanitary pads. Therefore, buying behaviour of the respondents is hinged on the benefits of the products contained in the advertisement messages. Lastly, there was a significant relationship between sanitary pads advertisement messages and buying behaviour of female students of Adeleke University(p=0.001<0.05), the study recommends that advertisers and advertising agencies should emphasise the benefits of products in advertising messages meaning that sanitary pads advertising messages should be creatively tailored towards the information needs of consumers. Also, Manufacturers of sanitary pads should ensure quality service delivery. Word Count: 237 Keywords: Advertising, Advertising Messages, Buying Behaviour, Consumers, Sanitary Pads