EFFECT OF STATE GOVERNMENT INTERVENTION ON YOUTH EMPOWERMENT IN BORNO STATE A CASE STUDY OF BOYES IN MAIDUGURI METROPOLITAN COUNCIL

This study critically investigates The Impact of Advertising on Consumer Buying Behaviour in Square Stores, Kano State, with a deep focus on understanding how different advertising strategies, media channels, and message characteristics influence consumer awareness, perception, and purchase decisions. The rapid transformation of the Nigerian retail landscape has made advertising a crucial tool for businesses seeking competitive advantage, especially within emerging urban markets like Kano. Despite the increasing growth of supermarkets and retail outlets, consumer behaviour continues to be influenced by the quality, frequency, and relevance of advertisements they encounter. Thus, this study addresses an important gap by empirically examining how advertising in its various forms shapes consumer choices within Square Stores. The research adopts a descriptive survey design, using structured questionnaires administered to 248 consumers selected through Yamane’s sample size determination formula. Respondents were drawn from individuals who shop regularly at Square Stores, ensuring a realistic representation of the store’s customer base. Data collected were analyzed using descriptive statistics such as frequency tables and percentages, while chi-square statistical tests were employed to examine the relationship between advertising and consumer buying behaviour. This mixed analytical approach enhances the reliability and validity of the findings. The results of the study reveal that advertising significantly improves consumer awareness of product availability, pricing, quality, and brand differentiation in Square Stores. A large proportion of respondents indicated that advertisements—especially digital, visual, and social media formats—raised their interest and encouraged trial purchases. The study further found that consumers tend to perceive advertised products as more trustworthy, reliable, and superior compared to non-advertised alternatives, suggesting that advertising plays an essential psychological role in shaping consumer attitudes. Emotional appeals, creativity, repetition, message clarity, and celebrity endorsements were identified as major advertising elements that influence customer behaviour. Moreover, the findings demonstrate that digital advertising platforms have overtaken traditional media as the most influential channels. Social media advertisements (especially on Facebook, Instagram, WhatsApp, and TikTok), online promotional banners, and influencer marketing were reported as highly effective, particularly among younger shoppers. However, traditional media such as radio and billboards still maintain influence, especially among older customers. The hypothesis testing confirmed a statistically significant relationship between advertising and consumer purchase decisions, indicating that consumers exposed to engaging advertisements are more likely to purchase products than those who are not. The study concludes that advertising remains a powerful determinant of consumer buying behaviour in the retail sector. For Square Stores to maintain consumer loyalty and increase market share, a deliberate investment in well-crafted, culturally relevant advertisements is essential. The research recommends that Square Stores strengthen its digital presence, diversify its advertising mix, and employ targeted content that aligns with consumer interests and behavioural patterns. Additionally, the store should constantly evaluate customer feedback to improve its advertising strategies and ensure long-term effectiveness. This work contributes significantly to marketing literature by providing comprehensive empirical evidence within the Nigerian context. It highlights the evolving nature of consumer behaviour in response to advertising trends and emphasizes the need for retail organizations to adopt innovative, interactive, and data-driven advertising strategies to remain competitive in a dynamic market environment.