Tyotom Keghku (PhD), Dominic Tyozenda Achioko (PhD)


This study evaluated the marketing communication activities of the Consumer Protection Council of Nigeria, a Federal Government parastatal established to bridge the imbalance between producers, suppliers and consumers. The sample size for the study was 400 adult consumers with survey method as the research design. The study was anchored on the Uses and Gratification Theory. Some of the findings show that there is low awareness and poor quality service delivery in defiance to the core mandates of the CPCN, lack of data base; media fragmentation, and political interference. The study concluded that the marketing communication activities of the CPCN are built on unclear as well as undefined strategies. The study recommended, among others, that the marketing communication activities of the CPCN be reviewed to enhance their performance; the establishment of a Consumer Complaints Bureau, and the need to review the consumer protection policy in assigning liability against the producer or manufacturer where desirable. 


Evaluation, Marketing Communication Activities, Consumer Protection Council, Nigeria.

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ISSN (PRINT):    2682 - 6135

ISSN (ONLINE): 2682 - 6127





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