Utilization of Indigenous Communication Strategies in Promoting Marketing Practices in Rural Communities in Nigeria

Chris C. Chukwueah


Nigerian governments, business organizations and business educators, through adult and extension education programmes have been trying to bring education and development to the door-steps of the rural dwellers. This paper examined the extent to which indigenous communication strategies are being utilized in promoting marketing practices in terms of advertising, sales promotion, public relations and publicity and personal selling in rural areas. The area of the study is Akpabuyo Local Government Area of Cross River State. 85 managers of small and medium Enterprises (SME) were used for the study. Four research questions guided the study. Findings revealed that managers of SME utilized indigenous communication strategies in their marketing practices. The integrate modern media and traditional communication strategies in marketing activities among others. It was recommended among others, that the SME managers should broaden their knowledge on the utilization of indigenous communication strategies for the promotion of marketing practices in rural communities in Nigeria. Keywords: indigenous communication strategies; rural areas; NigeriaRésumé: Grâce à des programmes de l'éducation des adultes et de l'extension, les gouvernements nigérians, les organisations commerciales et les éducateurs spécialisés en commerce ont essayé de rendre l'éducation et le développement à la portée de la population rurale. Ce document a examiné la mesure dans laquelle les stratégies de communication autochtones sont utilisées dans la promotion des pratiques commerciales en matière de publicité, promotion des ventes, relations publiques, publicité et vente personnelle dans les zones rurales. La zone visée par l'étude est la zone du gouvernement local d'Akpabuyo, dans l'état de Cross River. 85 gestionnaires de petites et moyennes entreprises (PME) ont été choisis pour l'étude. Quatre questions de recherche ont orienté l'étude. Les résultats ont révélé que les gestionnaires de PME ont utilisé des stratégies de communication autochtones dans leurs pratiques commerciales. Ils ont utilisé l'intégration des médias modernes et des stratégies de communication traditionnelles dans les activités de commercialisation entre autres. Il a recommandé que les dirigeants de PME doivent élargir leurs connaissances sur l'utilisation de stratégies de communication autochtones pour la promotion de pratiques commerciales dans les communautés rurales au Nigeria.Mots-clés: stratégies de communication autochtones; collectivités rurales; Nigeria

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DOI: http://dx.doi.org/10.3968/j.css.1923669720100606.025


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