MARKETING COMMUNICATION AND CONSUMER BEHAVIOUR OF BETTING FIRMS IN UYO METROPOLIS, AKWA IBOM STATE, NIGERIA

The competitive landscape in the betting industry has accentuated the need for effective marketing communication strategy in the marketing of bets service products. The objective of this study was to examine the influence of marketing communication tool on the consumer behavior of betting firms in Uyo metropolis, Akwa Ibom state. To achieve this objective, data were collected using a survey of 323 respondents drawn from the customer of the betting firms. 298 copies of the questionnaire were retrieved in useable form representing 89.7 percent and data analyzed using the simple regression model (SRM). Data generated from the study were processed using descriptive and inference statistics and hypothesis tested with simple linear regression at 0.05 level of significance. Findings revealed that advertising had significant influence on consumer behavior of betting firms in Uyo metropolis, Akwa Ibom State. Based on the findings of this study, we concluded that marketing communication tool had significant influence on consumer behavior of betting firms Thus, we recommend that managers of betting firms should enhance effective use of advertising strategies to build a positive brand image. A well perceived brand image can influence consumer loyalty and betting frequency