Factors influencing Behavioural Change Communication Messages among Select Market Women in Benin Metropolis

Abstract

The researchers investigated audience perception of communication's role in promoting behavior change among market women in select markets in Benin metropolis. The study aimed to determine the extent of women’s exposure to behavior change messages in specific markets across Benin, identify the types of behavior change messages they encountered, and uncover factors influencing the effectiveness of such communication among these women. The study was grounded in social cognitive theory and used a qualitative research design with interviews as the primary data collection method. Thirty women were purposively selected, with ten interviewed from each of the Oba, Uselu, and Oliha markets in Benin City. Findings indicated that behavior change communication significantly aids behavior modification among market women in these selected markets. Respondents reported varying exposure levels to behavior change messages, with different channels and approaches employed across the markets. Factors such as message relevance, frequency, consistency, and the credibility of information sources affected the effectiveness of these communication strategies. Based on the findings, the researchers recommended that behavior change advocates should create messages that specifically address the unique needs, challenges, and cultural contexts of market women in each market.