IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF ENGLISH LANGUAGE AND COMMUNICATION STUDIES (IJELCS )

E-ISSN 2545-5702
P-ISSN 2695-2157
VOL. 10 NO. 3 2025
DOI: 10.56201/ijelcs.vol.10.no3.2025.pg21.29

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Assessment of Female Workers’ Reactions to WhatsApp Bulk Buying Messages in the Era of Food Scarcity and Inflation

Ohaji Kelechi MaryClaret, EtengMartins Chioma Chinwendu

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Abstract

The era of food scarcity and high inflation has created significant challenges for households, especially for female workers who are often responsible and saddled with household shopping and food provisioning. In this context the widespread use of messaging apps like WhatsApp has facilitated the rapid spread of information including calls for bulk buying of essential food items. This study, therefore investigates the reactions of female workers to WhatsApp messages promoting bulk buying as a strategy to cope with food scarcity and inflation. A mixed methods approach was employed, combining surveys and focus groups of female workers in Federal Polytechnic Nekede. The study explores the different factors influencing their decision-making process. Results show that while majority (80%) of the participants received WhatsApp messages on bulk buying, only (40%) considered them influential in their purchasing decisions. Thematic analysis of focus group discussions revealed concerns about financial constraints, storage limitations and skepticism about the effectiveness of bulk buying. The findings aim to provide insights that can inform more effective communication strategies and policies to support vulnerable populations during times of crises. This research contributes to the broader understanding of the inter- section between digital media, consumer behavior, and the challenges posed by food insecurity and economic instability.

keywords:

Assessment, Female workers, Bulk buying, WhatsApp, Food scarcity

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