EFFECT OF ADVERTISING ON CONSUMER ACCEPTABILITY OF NEW PRODUCTS IN KANO STATE

The study seeks to examine the effect of advertising on consumer acceptability of new products in Kano State. Descriptive survey research design was used in the study. The target populations are two hundred (200) customers of Sosa Fruit Dink in Kano State. The sample size for this study was drawn from Kriejcie and Morgan (1970), table for determining sample size. The researcher selected the required sample size of one hundred and thirty-two (132) customers of Sosa Fruit Dink in Kano State from the available population of 200. Therefore, the sampling technique used in the study was systematic sampling technique. The tool used to collect the data was a structured questionnaire. The questionnaire measures the key variables of the research and a structured close-ended questionnaire was used for this study with 1-5 Likertscale which consists of Strongly Disagree, Disagree, Neutral, Agree and Strongly Agree. For the purpose of this study regression and correlation analysis was used as the method of data analysis to analyzed the hypotheses under study, through Statistical Package for Social Science (SPSS) version 21. The study revealed that there is significant and positive relationship between advertising on consumer acceptability of new products in Kano State. The relationship between print media and consumer acceptability of new products can said to be significant. However, with regard to television advertisement as second predicting variable under the study the result indicates that there is negative and insignificant relationship between television advertisement and consumer acceptability of new products. The study also show that radio advertisement as last predicting variable under stud revealed that there is significant and positive relationship between radio advertisement and consumer acceptability of new products. The study recommends that television has more power to influence than other media. Advert which is displayed in television can be remembered easily and fast because people see and hear the advert. The study recommends that advertisers should use television adverts well and the message should be supported well by visual so as to gain new customers, create brand loyalty and persuade well. The advertising like print media (newspaper, magazine and billboards), etc. All these media have their specific strengths and weaknesses and all of them are capable of creating impact on the target audience in varying degrees depending on the audience profile and the communication message used. Therefore, the companies have to conduct a media audience survey to select those attractive media that have strong public acceptance so as to undertake its promotion. It is also recommends that radio is among the media which has big influence to audience due to its strength such as to be flexible, universal and cheap. Therefore, recommends that advertisers should design radio adverts which are easy to be understood by customers.