Authors : Nogzi O. Osueke; Awokson P. Kuyet; Olayinka S. Ogundoyin; Adedeji O. Christianah

Volume/Issue : Volume 9 - 2024, Issue 8 - August

Google Scholar : https://tinyurl.com/y3wdfawd

Scribd : https://tinyurl.com/4f5s33db

DOI : https://doi.org/10.38124/ijisrt/IJISRT24AUG606

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study explores the influence of using pidgin English in Pepsi advertisements on consumer purchase decisions. Pidgin English, a creole language widely spoken in various regions, serves as a significant cultural and linguistic marker. The research investigates how incorporating this vernacular into marketing strategies impacts consumer perception, engagement, and ultimately, purchasing behavior. A mixed-methods approach, combining quantitative surveys and qualitative interviews, was employed to gather data from a diverse demographic. Findings suggest that advertisements utilizing pidgin English resonate more deeply with certain consumer segments, enhancing brand relatability and fostering a sense of cultural identity. This linguistic strategy appears to enhance emotional connection and trust, leading to a higher propensity to purchase. The study concludes that leveraging local languages like pidgin can be a powerful tool in marketing, providing brands with a competitive edge in linguistically diverse markets. Implications for marketers include the necessity of cultural sensitivity and the potential benefits of localizing advertising content to reflect linguistic diversity.

Keywords : Advertising, Pidgin English, Consumer, Choice, Purchase.

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