BILLBOARD ADVERTISING AND CONSUMER PATRONAGE IN NIGERIA

This study investigates the effect of billboard advertising on consumer patronage, focusing on customers of West African Cubes (WACUB) Limited in Ilaro, Ogun State. Specifically, it examines whether billboard location, content, size, and design significantly influence consumer patronage, as reflected in the study’s hypotheses. The study is anchored on the Attention, Interest, Desire, and Action model, which explains how advertising captures attention, stimulates interest, creates desire, and ultimately drives consumer action. A descriptive research design was adopted, using a survey method to collect primary data from respondents. A sample size of 314 was determined, with 309 valid responses analyzed using descriptive statistics and regression analysis through Statistical Package for Social Sciences version 23. The findings reveal that billboard location has a significant positive effect on consumer patronage, indicating the importance of strategic placement in high-traffic areas. Billboard content was also found to significantly influence patronage by enhancing message clarity and appeal. Billboard size emerged as the most influential factor, significantly affecting visibility and brand recall. Billboard design, although relatively weaker, showed a marginally significant effect on consumer patronage. Based on these findings, the study recommends that WACUB should prioritize strategic billboard placement, adopt clear and engaging content, invest in larger formats for visibility, and improve design elements to strengthen consumer attraction and retention.