Advertising Effects on Consumer Purchasing Behavior: The Case of Undergraduate Students in Ghana.

Abstract

This study investigates the impact of advertising on student’s purchasing behavior in Ghana. Using a descriptive survey design, 334 undergraduate students from the University of Cape Coast were sampled through stratified random sampling. Data was collected via questionnaires and analyzed using descriptive statistics, independent t-tests, and one-way ANOVA. The research examines effective advertising methods, variations among users of different networks, and gender differences in advertising influence. Findings indicate that promotional sales significantly impact purchasing inclination. The use of personalities in advertising campaigns is also highlighted as effective. Results suggest no substantial gender effect on advertising's impact on purchase behavior, implying potential for inclusive advertising strategies. The study revealed the need for diverse, adaptive advertising approaches to appeal to a wide-ranging audience across different demographics and network usage patterns.

Keywords: Advertisement, Consumer Purchasing Behavior, Mobile Networks, Undergraduates, Ghana.

DOI: 10.7176/JMCR/92-07

Publication date: July 31^st 2024