IMPACT OF TRADITIONAL MARKETING ON ECONOMIC GROWTH OF RURAL DWELLERS IN AYEDIRE, OSUN STAT

Abstract

The current research examines the impact of traditional marketing on the economic growth of rural dwellers in Ayedire, Osun state. Purposive sampling was used to select 215 respondents, which included commuters, marketers, and residents within the jurisdiction of the Ayedire local government area. Traditional marketing, also known as old school marketing methods, is a thing of the past, but there are still clear benefits from this particular type of marketing, especially since the elderly are more likely to be drawn to some more traditional approaches. In addition to using well-structured questionnaires to collect data, the study used both descriptive and inferential statistics. Regression and Pearson moment correlation were utilized to evaluate the established hypothesis, while descriptive statistics including frequencies, means, standard deviation, and percentages were utilized. In the model summary, the regression results showed r-squared of .516, ANOVA showed F value=21.237, and Sig-value=..000. This is because the sig. value (0.000) was below 0.05, the highest level of significance needed to proclaim a significant impact. Indicating that traditional marketing has a major impact on rural dwellers' economic development, Therefore, the study came to conclude that traditional marketing has an impact on the economic growth of rural dwellers because it includes advertising among these residents, revealing that the marketing landscape is important to assess the efficacy of traditional marketing channels. Traditional marketing also becomes more effective in the face of shifting consumer trends, and it is recommended that traditional media of communication be used effectively and influence grassroots through their content.