Utilization of Indigenous Communication Strategies in Promoting Marketing Practices in Rural Communities in Nigeria/UTILISATION DES STRATÉGIES DE COMMUNICATION AUTOCHTONES DANS LA PROMOTION DES PRATIQUES COMMERCIALES DANS LES COLLECTIVITÉS RURALES AU NIGERIA

Article excerpt

Abstract: Nigerian governments, business organizations and business educators, through adult and extension education programmes have been trying to bring education and development to the door-steps of the rural dwellers. This paper examined the extent to which indigenous communication strategies are being utilized in promoting marketing practices in terms of advertising, sales promotion, public relations and publicity and personal selling in rural areas. The area of the study is Akpabuyo Local Government Area of Cross River State. 85 managers of small and medium Enterprises (SME) were used for the study. Four research questions guided the study. Findings revealed that managers of SME utilized indigenous communication strategies in their marketing practices. The integrate modern media and traditional communication strategies in marketing activities among others. It was recommended among others, that the SME managers should broaden their knowledge on the utilization of indigenous communication strategies for the promotion of marketing practices in rural communities in Nigeria.

Keywords: indigenous communication strategies; rural areas; Nigeria

Résumé: Grâce à des programmes de l'éducation des adultes et de l'extension, les gouvernements nigérians, les organisations commerciales et les éducateurs spécialisés en commerce ont essayé de rendre l'éducation et le développement à la portée de la population rurale. Ce document a examiné la mesure dans laquelle les stratégies de communication autochtones sont utilisées dans la promotion des pratiques commerciales en matière de publicité, promotion des ventes, relations publiques, publicité et vente personnelle dans les zones rurales. La zone visée par l'étude est la zone du gouvernement local d' Akpabuyo, dans l'état de Cross River. 85 gestionnaires de petites et moyennes entreprises (PME) ont été choisis pour l'étude. Quatre questions de recherche ont orienté l'étude. Les résultats ont révélé que les gestionnaires de PME ont utilisé des stratégies de communication autochtones dans leurs pratiques commerciales. Ils ont utilisé l'intégration des médias modernes et des stratégies de communication traditionnelles dans les activités de commercialisation entre autres. Il a recommandé que les dirigeants de PME doivent élargir leurs connaissances sur l'utilisation de stratégies de communication autochtones pour la promotion de pratiques commerciales dans les communautés rurales au Nigeria.

Mots-clés: stratégies de communication autochtones; collectivités rurales; Nigeria

INTRODUCTION

Marketing and business practices have been facing changes as a result of challenges resulting from globalization, technological advances and deregulation. These have many implications for the attainment of optimum marketing management in Nigeria. As put by Mushengyezi (2003), the current discourse on globalization and technological advancement has many far reaching implications for many African countries' socio-economic and political development.

Many marketing organizations and manufacturing companies in Nigeria have been preoccupied with the dissemination and provision of information through education and training for themselves in order to enable them cope with the pace of changes in business and marketing practices. This is because they need to create awareness about the usefulness of their products and services among the consumers, especially the rural dwellers. This function of dissemination of information has been carried out by the marketing organizations through various means, involving both modern and indigenous methods. According to Obasi and Ebirim (2008) indigenous communication media such as drums, folklores, popular theatre, proverbs, (etc) were used for necessary interactions and programme promotions in local communities. According to them indigenous communication strategies are local media that exist within rural communities and are used for communication before the emergence of modern media. …