Influence of TV and Radio Adverts on the Decisions of Tertiary Students to Purchase Telecom Products in the Cape Coast Metropolis
Journal Title: Quarterly Journal of Business Studies - Year 2015, Vol 2, Issue 1
Abstract
The use of telecom products over the years has gone up tremendously among consumers. This has led to intense competition among the telecom operators for customers. TV and Radio have been one of the competitive tools employed by these telecom operators to attract, inform and persuade customers. Using tertiary students in the Cape Coast Metropolis as the data source, this study primarily examined the influence of television and radio advertisement used by telecom operators as far as purchasing decisions are concerned.The study employed the correlational study design. Convenience sampling was used to select 754 tertiary students from a total population of 17218. The main research instrument used to collect data for the study was the questionnaire. Descriptive and inferential statistics such as the mean, standard deviation, standard regression and hierarchical regression were used to analyse the data. The findings of the study showed television advert and not radio advert influenced the decisions of tertiary students to purchase telecom products. It was also revealed that price and service quality delivery moderates the relationship between electronic advertising and consumer purchasing decisions. It is recommended that the television should be the main medium when advertising for their product to tertiary students in the country.
Authors and Affiliations
Dominic Owusu, Kwamena Minta Nyarku
Keywords
Related Articles
- EP ID EP28513
- DOI -
- Views 256
- Downloads 9
Integrated Port Management Systems in the Evolution of an Efficient Port Policy
The paper reviewed the various efforts made in recent years at integrating activities in the port system. Among these include vessel traffic management systems, vessel traffic management and information systems, simula...
Work Values and Organizational Commitment among Administrative Employees of One Higher Education Institution in the Philippines
This study aims to determine the work values and organizational commitment among administrative employees of Lyceum of the Philippines University-Batangas. This study also tested the significant difference in responden...
Employees’ Organizational Satisfaction and Its Relationship with Customer Satisfaction Measurement of an Asian Academic Institution
Satisfaction drives the motivation to continuously improve the process of delivering services to customers and provide the culture of excellence towards the achievement of its vision and mission. This study aimed to de...
Building Momentum in Expanding Trade for Sustainable Development in Nigeria: Issues, Challenges and Prospects
This paper set out to examine the topic building momentum in expanding trade for sustainable growth and development in Nigeria. The study evaluated Sustained market-based economic approach, maximizes competitiveness in...
Technological Innovations in Banking: User Acceptability and Payment Problems in Ghana: A Case Study of Zenith Bank Ghana Limited
This study sought to uncover technological innovations in banking emphasising user acceptability and payment problems in Ghana, and selected Zenith Bank Ghana Limited as the case study. Questionnaire was the main resea...