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This research contributes to the available management literature by empirically reviewing the effect of demographic variables on information seeking behaviour of company advertising strategies in North-Eastern Nigeria. Taking the entire consumers in this geopolitical zone as the universe, it investigates the demographic variables of the information seekers and non-information seekers. It specifically sampled 80 buyers in four (4) capitals cities of the six (6) state capitals in the zone. The cities selected are Bauchi, Gombe, Maiduguri and Yola for in-depth analysis. Data were presented and analysed with descriptive statistics, bar chart and Mann- Whitney U Test. The study found that demographic variables have considerable effect on information seeking behaviour of company advertising strategies in the North-eastern Nigeria. It also reveals that Advertising Strategic Model comprising of 'purchase attraction', 'purchase frequency' and 'awareness of product features' are determinants of information seeking behaviour in North-Eastern Nigeria. It recommends that companies should pay attention to demographic variables such as age, sex, education and occupation of the target market to make adverting effort effective and informative. It also recommends the use of Advertising Strategy Model (ASM) for determining the impact of information seeking behaviour of advertising efforts in Nigeria.

Effect of Demographic Variables on Information Seeking Behaviour of Company Advertising Strategies in North-Eastern Nigeria