Influence of Media Campaigns on Consumers Attitudes Towards Locally Made Products in Nigeria: A Study of Aba-Made Products and Innoson Motors

The study investigated the influence of media campaigns on consumer attitudes towards locally made products with a focus on Aba-made products and Innoson Motors in Nigeria. It was anchored on 5 objectives namely; to determine consumers’ level of exposure to media campaigns promoting Aba-made products and Innoson Motors, examine consumers’ attitudes toward these products, assess the influence of media campaigns on consumers’ purchase intentions, identify the media channels perceived as most effective, and examine factors limiting the effectiveness of media campaigns. The theoretical framework were Theory of Planned Behaviour (TPB) and the Hierarchy of Effects Model (HOE). It adopted online survey research design. The study population were 242.7 million Nigerians but a sample size of 387 was selected using Krejcie and Morgan’s sample size model. Data were collected through a questionnaire prepared on SurveyMonkey and distributed via the social media. The data were retrieved and analysed using frequency counts, percentages, and mean scores. The findings showed that consumers are not only exposed to media campaigns promoting Aba-made products and Innoson Motors but also displays positive attitudes toward those products. It concludes that media campaigns contribute to a greater extent in shaping consumer attitudes and purchase intentions toward locally made products in Nigeria. The study recommends increased investment in strategic media campaigns through social media, television and billboards.