Abstract

This study explores the effects of marketing strategies and advertising on consumer purchases of agricultural products in Jos Metropolis, Nigeria. As the agricultural sector plays a vital role in the region's economy, understanding the dynamics of consumer behavior is crucial for producers seeking to enhance sales and market presence. The research aims to identify how specific marketing strategies pricing, product, promotion, distribution, and advertising impact consumer purchasing decisions. Employing a quantitative research methodology, the study surveyed 400 respondents across Jos North, South, and East local government areas, utilizing a structured questionnaire to gather data. The findings reveal significant relationships among the marketing strategies and consumer purchasing behavior. Notably, pricing strategy emerged as a critical factor, with consumers demonstrating sensitivity to price changes. Product strategy also significantly influenced purchasing decisions, emphasizing the importance of quality and product differentiation. Furthermore, promotional efforts, including advertising, were shown to enhance consumer engagement and drive purchasing intentions. Distribution strategy was identified as essential for ensuring product accessibility, further influencing consumer satisfaction. The study's results underscore the necessity for agricultural producers to adopt comprehensive marketing strategies that align with consumer preferences and market dynamics. Recommendations include enhancing pricing strategies through market research, improving product quality, and developing targeted promotional campaigns. The research contributes to the existing body of knowledge by providing empirical evidence on the effectiveness of marketing strategies in the agricultural sector, offering actionable insights for producers, marketers, and policymakers. By fostering a better understanding of these dynamics, the study aims to promote sustainable growth and Innovation in the agricultural landscape of Jos Metropolis.