Effect of Foreign Advertising on Youths’ Choices and Consumption of Nigerian Made Products
Juliet Kikelomo AROYEHUN & Jonathan E. ALIEDE (Ph.D.)
This study examined the effect of foreign advertising on youths’ choice and consumption of Nigerian made products. The study used the primary data (questionnaire) from the students of the Department of Business Administration, University of Abuja, FCT-Abuja. The data collected were analysed with the aid Chi-Square of the Statistical Program Eviews version 12. The results of the study indicate that there is a significant relationship between online foreign advertising and youths’ choice in consumption of Nigerian made products, that there is a relationship between the challenges faced by youths in making choices and the consumption of Nigerian Made Products, that there is a significant relationship between the roles of foreign advertisement and the consumption of Nigerian Made Products by the youths and that there is a significant relationship between the determinants of the Nigerian Made Products and the consumption by the youths. The study recommends that. The study recommends that government should pay more attention to foreign advertisement side effects through the aid of provision of necessary public finance, the fiscal and monetary control and Government should budget more funds to support further sensitization of the consumption of the Nigerian Made Products. However, this should be done using the economies of scale.
Keywords: Nigerian made products, foreign advertisement, youth choice, youth consumption