Abstract

Promotion of home-grown rice is a major focus of the current government through advertorial. However, the perception of rice consumers on these advertorials is yet to be ascertained. Therefore, the study investigated consumers? perception of television advertorial promoting home grown rice. Questionnaire was administered on a randomly selected sample of 135 rice consumers in Oyo state, and data generated were analysed using percentage, mean frequency distribution and Pearson?s Product Moment Correlation (PPMC). Findings from the study revealed that the respondents had a mean age of 40 years and 99.3% possessed a television set. Most (60.0%) of the respondents spent about 1-2 hours watching television per day. Majority (82.0%) of the respondents had high level of knowledge on television advertorial promoting home grown rice. Also more than half of the respondents (58.5%) had favourable perception of the advertorial. In addition, respondents? knowledge (r=0.025; p <0.05) significantly related to their perception of the advertorial. The respondents had favourable perception towards television advertorials promoting home grown rice. However, there is need for the content of television advertorial promoting home grown rice to be improved upon to meet the needs of the respondents.

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