Cultural Factors and Marketing Communication for Fast Moving Consumer Goods in Abia State, Nigeria

This paper examined the nexus between cultural factors and Marketing Communications for fast moving consumer goods in Nigeria. Specifically, the aims were to; identify the relationship between language and advertising effectiveness for fast moving consumer goods in Nigeria; and to ascertain the relationship between religion and promotional success for fast moving consumer goods in Nigeria. A cross-sectional survey research design was used in the study. Customers of fast-moving consumer goods (FMCG) in Nigeria’s Abia State made up the study’s population. The study’s sample size of 385 was determined through the application of the Cochran (1975) formula which is used in social sciences for unknown population. For the present study, convenience sampling was used because of the nature of the respondents. The data obtained from the field survey was presented with simple descriptive statistics such as tables, charts and percentages. All stated hypotheses in the study were tested with spearman rank correlation using the SPSS software version 25.0. Findings revealed a strong, positive and direct relationship between language (dialect) used and advertising effectiveness. Also, religion and promotional success were found to have a strong but negative correlation. The study recommended that Marketers should use the cultural lens with care to see how people perceive their brands and where culture shapes or alters their perception of the brands. Also, marketing Communication styles that most beautifully captured and crafted the beauty and aesthetics of the local culture work the best and should be vigorously used.