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 259
- Downloads 9
Identifying the Attractiveness Factors of Kish Island's Shopping Centers: With an Approach to Categorization of Customers
Nowadays shopping centers are among the most competitive activities in the country. Therefore, the managers of these centers usually seek to attract potential shoppers towards themselves through identifying the attract...
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...
Influence of Demographic Factors on Mobile Phone Purchasing among University Students in Nigeria
This paper examines demographic determinants of mobile phone purchase decision of university students in Nigeria. Primary data were collected with the aid of pre-tested structured questionnaire. The questionnaire was a...
The Impact of Trading Counterfeited Vehicle Spare Parts across the Local Supply Chain: Case of Moshi Municipality
The influx of counterfeit vehicle spare parts in the local supply chains has reached an alarming rate, with vehicle owners often being victim to dubious traders who sell them contrabands under the guise that the spare...
Influence of TV and Radio Adverts on the Decisions of Tertiary Students to Purchase Telecom Products in the Cape Coast Metropolis
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 em...