Findings Regarding The Impact of Demographic Factors on Advertising in The Gambia
To the best of our knowledge, the impacts of segmentation variables on advertisements in the Gambian market
have not been fully discovered. The objective of this research is therefore to conduct an empirical study on the different
demographic segmentation factors among Gambian consumers in their response to advertisements and purchasing decisions.
We use the survey method and have received 239 valid responses. According to our research results, a conscious effort has
to be made for advertising agencies to reach consumers; these consumers should also be targeted based on differences in
gender, age, and education level. To our knowledge, we provide a normative guideline for companies and advertising
agencies to design better advertising campaigns in the Gambian market.
Keywords: Demographic Variables, Advertising, Gambia, Marketing Strategy.