ABSTRACT
Organisations that desire customers’ loyalty, brand acceptance and profit making in the highly competitive Nigerian market must strategically communicate with stakeholders. Various organisations in Nigeria have adopted different means of communicating with their numerous customers. Some of these organisations make use of retailers that move from one neighbourhood to another to advertise their products and services to people that might not be exposed to such adverts in the media. The retailers use Yoruba language to advertise these products and services from street to street. Thus, it has been assumed that apart from incentives and different promotional strategies that are used by Nigerian organisations and businesses to attract customers, indigenous language is another important subset of strategic communication that could be employed in passing across messages that will influence purchase behaviour and brand acceptance. However, extant studies are yet to empirically prove this hypothesis. Therefore, this chapter, through a qualitative content analysis, examines contents of street adverts of some products and services with a view to establishing the nature of these contents in terms of how their use of Yoruba language could influence peoples’ attitude towards purchasing the product or making use of the service.
