Investigation of Billboard Advertising Impact on Consumer Purchase Decisions in Kano City

Outdoor advertising, particularly billboard campaigns, remains a widely used marketing communication tool in northern Nigerian urban markets, yet empirical documentation of its specific influence on consumer purchase decisions in Kano is limited. This study investigated the impact of billboard advertising on consumer purchase decisions in Kano metropolis, North West Nigeria. A descriptive survey was conducted among 280 adult shoppers intercepted at Sabon Gari Market, Kantin Kwari Market, and Kwari Market using systematic sampling. A structured questionnaire measured billboard noticeability, message recall, attitude toward billboard advertising, and self-reported purchase decisions influenced by billboard exposure in the preceding month. Descriptive statistics and multiple regression were applied. Results showed that 72.5 percent of respondents recalled at least one specific billboard advertisement noticed in the preceding two weeks. Telecommunication service billboards had the highest recall rate (64.6 percent), followed by fast-moving consumer goods (51.4 percent) and banking services (43.9 percent). Billboard advertising had influenced a purchase decision for 48.9 percent of respondents in the preceding month, primarily for consumer goods and retail services. Language of billboard message (Hausa-language billboards outperforming English-language equivalents in recall among less-educated respondents) and colour vibrancy were identified as significant influence factors. The study recommends that advertisers in Kano prioritise local language content in billboard campaigns and strategically locate boards near high-traffic market entry points for maximum impact.

Keywords: billboard advertising, consumer purchase decisions, outdoor advertising, Kano, North West Nigeria