Visual Marketing and Choice of Academic Service Providers in Cross River State

Scholars have increasingly examined how visual marketing influences consumer buying behaviour, but studies focusing on Cross River State were not found, and the influence of visual marketing is currently underexplored. By adopting the theory of the hierarchy of effects model, this study investigated the influence of visual marketing and the choice of academic service providers. The researchers employed a cross-sectional survey. The researchers employed a convenience sampling technique based on an online questionnaire to collect data from participants. Parents from four selected private nursery schools across the metropolis participated in the study, with a sample size of 446. We tested the collected data using a simple linear regression analysis. Findings showed that visual marketing and its dimensions (image design and colour of the uniform worn) have a significant influence on the choice of academic service providers. Based on the study's findings and conclusion, we recommended that the management of these schools across the metropolis select the best colour for their pupils' uniforms, given the significant influence of colour on the participants.