This study "Impact of Radio Benue’s Trader-Buyer Connection Programme on the sales of products and services in Makurdi, Nigeria" was designed to evaluate the impact of Radio Benue’s Trader-Buyer Connection Programme on the sales of products and services in Makurdi Metropolis. The research used survey method to collect data from respondents in Makurdi Metropolis. Diffusion of Innovations Theory was harnessed to support the research. Major findings revealed that, that traders and buyers are very familiar with the Trader-Buyer Connection programme and they heard about the programme through radio. The study also found that traders and buyers listen to most episodes of the programme and they are regular participants. The researcher also found that the positive impact of Trader-Buyer Connection programme on sales and customer base is minimal. The study finally revealed that the main strength of Trader-Buyer Connection Programme is support for local businesses, the main weakness is inadequate promotion and generally, traders and buyers are not satisfied with the programme. The study recommended that Radio Benue develop a comprehensive marketing plan to increase the visibility.

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