Multivariate Analysis of Advertising and Sales in Nigeria

E. T. Ebitu, S. S. Akpan, E. E. Williams


It is an established fact by marketing researchers that locally made products impact a lot on the economy of any nation, this they opined encouraged economic growth and expand job opportunities for the citizenry. Despite these benefits this products also suffer a great deal of setbacks to include poor channel of dissemination of information outside the shore of Nigeria. This handicap has been of great concern to the market researchers and many have even proposed the use of some forms of advertising techniques to achieve their goals. In this paper emphasis is placed on the use of selected advertising techniques, to achieve increase in the sales of some locally made products in Nigeria. A random sample of one hundred observations forms the target population. Multiple regression analysis and the tested hypothesis revealed that greater sales of locally made products are influenced by mode of advertising.
Key words: Multivariate; Advertising; Regression; Hypothesis

Résumé: Ceci est un fait établi par des chercheurs de marketing qui fait localement l'impact des produits beaucoup sur l'économie de toute nation, ce qu'ils émis l'opinion encouragé la croissance économique et accroître les possibilités d'emplois pour les citoyens. Malgré ces avantages présente les produits souffrent également beaucoup de reculs à inclure le canal pauvres de la diffusion d'informations en dehors de la côte du Nigeria. Ce handicap a été une grande préoccupation pour les chercheurs de marché et beaucoup ont même proposé l'utilisation de certaines formes de techniques de publicité pour atteindre leurs objectifs. Dans ce papier est l'accent mis sur l'utilisation des techniques de publicité choisie, pour atteindre augmentation des ventes de certains produits fabriqués localement au Nigeria. Un échantillon aléatoire d'une centaine de formes d'observations de la population cible. L'analyse de régression multiple et l'hypothèse testée a révélé que plus de la vente de produits fabriqués localement sont influencés par le mode de publicité.
Mots clés: Multivariété; Publicité; Régression; Hypothèse


Multivariate; Advertising; Regression; Hypothesis;Multivariété; Publicité; Régression; Hypothèse; Social Science


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