RADIO LISTENERSHIP PATTERN AMONG MARKET WOMEN (A STUDY OF AKPAN ANDEM MARKET, UYO)

he research work centered on radio listenership pattern among market women in Akpan Andem Market, Uyo. The study covers Akpan Andem Market, Uyo; the objectives of the study were to investigate the radio programmes preferred by market women in Akpan Andem Market, Uyo, listen to radio, identify the types of radio stations the market women preferred in Akpan Andem Market, Uyo, and examine the factors that influence radio listenership among market women in Akpan Andem Market, Uyo and demographic characteristics of the market women in the sample. A survey research method was used for this study. 375 questionnaires were distributed to the sample. Data was gathered through the questionnaire. Findings from this study show that market women in Akpan Andem Market listen to AKBC radio station that demographic characteristics such as age, marital status, educational level, income and location influences radio listenership patterns of market women. Also, programme content such as news, education, and entertainment were some of the most favoured radio programmes. Based on the findings, it is recommended that radio stations and business-related content in Akpan Andem Market should focus on demographic factors to ensure that it is relevant to the diverse market women audience.