ATLANTIC FM 104.5 RADIO PROGRAMME “MARKET GUIDE” AND CONSUMERS’ BUYING BEHAVIOUR IN ABAK L.G.A

This study examines the influence of the Market Guide Programme on Atlantic FM in shaping the buying behavior of youths in Abak Local Government Area (LGA). A structured questionnaire was employed to gather data from 350 respondents, all of whom confirmed ownership of a radio and regular engagement with Atlantic FM. The findings reveal that the programme has a significant impact, with 94% of respondents acknowledging its influence on their purchasing decisions. The most enjoyed aspects include "Product Information" (29%) and "Recommendations from Hosts" (26%), highlighting the programme’s ability to provide relevant and practical content. Moreover, 43% of respondents rated the programme as "Very Effective" in influencing their buying behavior, with 43% reporting that it strongly impacts their decisions. The study draws on theoretical frameworks such as Pavlov's Stimulus-Response Theory and the Uses and Gratifications Theory, underscoring the programme's role as a behavioral stimulus and a source of need satisfaction. The findings suggest that consistent exposure to the programme fosters trust, engagement, and informed consumer decisions. The study concludes that the Market Guide Programme is a vital tool for consumer education and engagement, while recommending enhancements through interactive content and digital expansion to maximize its impact on youth audiences in Abak LGA.