THE EFFECT OF ADVERTISING ON CUSTOMER BEHAVIOUR

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 THE EFFECT OF ADVERTISING UPON CONSUMER BEHAVIOUR Research Newspaper

KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY

START OF DISTANCE EDUCATION

THE EFFECT OF ADVERTISING IN CONSUMER BEHAVIOUR: A CASE

RESEARCH OF MTN GHANA

BY

GEORGE KWESI NARTEY (B. A)

A THESIS SHOWN TO THE COMMENCE OF DISTANCE LEARNING,

KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY,

KUMASI, IN INCOMPLETE FULFILLMENT OF THE REQUIREMENTS INTENDED FOR

THE AWARD OF THE COMMONWEALTH EXEC MASTERS IN

BUSINESSADMINISTRATION (CEMBA) DEGREE

MAY POSSIBLY, 2010

you

CERTIFICATION

I hereby declare that this distribution is my very own work towards the Commonwealth Executive Masters of Business Government (CEMBA) and that, to the most of my understanding, neither consists of materials previously published simply by another person nor materials which has been accepted to get the award of some other degree of the university, other than where thanks acknowledgement has become made in the written text.

……………………

George Kwesi Nartey

PG2054908/20090468

Signature

(……………)

Time

Certified by

……………………

Mr. Samuel Kwesi Enninful

(Supervisor)

Signature

(……………)

Date

Certified by

…………………….

Prof. Dontwi

HOD

Personal

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(…………. )

Date

DEDICATION

This kind of work is dedicated, with love, for the following individuality: My mother, Helena Mormordey Effer Teye Nartey, My dad, Mr. Ruben Kweku Nartey And Dad, Mr. M. K Adipah formally of Ghana Education Service, Subjects Research Expansion Division, Accra.

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ACKNOWLEDGEMENT

I am most grateful to the Luminous God; through whose obole and loyal guidance Plus able reach this standard of my academics career to create this job. My particular thanks and profound gratitude go to my supervisor Mr. Samuel kwasi Enninful, who may be a lecturer at company of Distance Learning, KNUST. We also want to express my own heartfelt and sincere gratitude to my colleague, Rita Serwaa Asomaning and Winfred kingsley Afful for their assistance and in rendering all the beneficial material which will helped to shape my own project. I am as well grateful for the management and staff of MTN especially Veronica and Franklyn of Head Office to get the immense assistance that they gave when I was executing the research. I acknowledge the assistance given me by Naa Ansah-koi of Legon, in codifying and classifying the field data with SPSS. I say because of them because of their support in the course of writing this thesis.

Furthermore, the writer owes a debt of gratitude to pastor Hector Edusei for his invaluable support over the writing on this dissertation. Finally, I admit with like, the meaning and emotional support I actually received coming from dear mother, Helena Mormordey Effer Teye Nartey. I actually am likewise grateful to my uncle Mr. N. K Adipah, Cousin Richard Adipah and my siblings, Florence, Constance, Juliana for their love and encouragement. George Kwesi Nartey

September, 2010

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SUBJECTIVE

The research investigates the effect of advertising about consumer habit in the sense of how advertising effect consumers to buy or produce purchase. The objective of this study was to look at the effect of advertising on consumers in the service sector, to identify factors that motivate consumers to make an offer, and to find out the kind of adverts that influence consumers to make a buy. The target inhabitants of the research involved both equally male and feminine client/customers of MTN Bekwai, ghana, the subscribers and some managers of the firm. A sample scale 225 was chosen. Non-probability method of sampling was adopted in picking out a sample size. The main instrument used in collecting data was questionnaire. The analysis shows that buyers respond effectively to advertising campaign when it is informative, that is, mainly because it provides useful information to supports customers to make decision. However , advertisements makes a solid impact when it is appealing, pleasing to the eye and shows creativity in its concept. The frequency of adverts likewise makes clients create several likeness pertaining to the product. The adverts that mostly entice...

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