INFLUENCE OF OUTDOOR ADVERTISING ON THE SALES OF HERBAL DRUGS IN CALABAR METROPOLIS

This study focuses on the Influence of Outdoor Advertising on the sales of Herbal Drugs in Calabar Metropolis. The objective of the study was to find out the most effective outdoor Advertising Channels that promotes sales of herbal products in Calabar. To examine the perception of consumers towards herbal drugs promoted through outdoor advertising. To find out how outdoor advertising influence the sales of herbal drugs in Calabar. To find out the challenges faced by outdoor advertisers who promote the sales of herbal products. The theories used for the research work was the AIDAS theory and the Health Belief Model. The area of study is Calabar (also referred to as Callabar, Calabari, Calbari, Cali and Kalabar) is the capital city of Cross River State, Nigeria. The population used for this study are residents of Calabar Metropolis making a total of 400 people (comprising 150 males and 250 females). The Sample size is 400 which was drawn across the two (2) Local Governments (Calabar South and Calabar Municipal) making up Calabar Metropolis. The main instrument to be used for data collection is the questionnaire designed by the researcher with the help of the supervisor. To ensure the instrument (questionnaire) measured what it was expected to measure, it was given to the supervisor to reconfirm whether the questions raised were not ambiguous, but clear and relevant enough to measure the content of the study. A total number of 400 copies of questionnaires were administered to 400 respondents, 390 copies made it back to the researcher and they served as the source of data for this research. Data Analysis is a process of collecting, transforming, cleaning, and modelling data with the goal of discovering the required information. The researcher administered four hundred copies of questionnaire and three hundred and ninety was retrieved. This data presentation and analysis is based on the total number of retrieved copies of questionnaire. The Chapter four of this research was aimed at answering the research questions and showed how the objectives of the study have were achieved. The chapter five of this research was focused on the summary, conclusion and recommendation of this research. The summary was focused on the influence of outdoor advertising on the sales of herbal drugs in Calabar Metropolis the conclusion were reached and the recommendation made as it relates to the influence of outdoor advertising on the sales of herbal drugs in Calabar Metropolis.