THE EFFECT OF ADVERTISING ON CONSUMER BEHAVIOUR

Topics: Advertising, Marketing, Brand Pages: 81 (15605 words) Published: October 19, 2014
KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY

INSTITUTE OF DISTANCE LEARNING

THE EFFECT OF ADVERTISING ON CONSUMER BEHAVIOUR: A CASE
STUDY OF MTN GHANA

BY

GEORGE KWESI NARTEY (B.A)

A THESIS PRESENTED TO THE INSTITUTE OF DISTANCE LEARNING,

KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY,
KUMASI, IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE AWARD OF THE COMMONWEALTH EXECUTIVE MASTERS IN
BUSINESSADMINISTRATION (CEMBA) DEGREE

MAY, 2010

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CERTIFICATION
I hereby declare that this submission is my own work towards the Commonwealth Executive Masters of Business Administration (CEMBA) and that, to the best of my knowledge, neither contains materials previously published by another person nor materials which has been accepted for the award of any other degree of the university, except where due acknowledgement has been made in the text.

……………………

George Kwesi Nartey
PG2054908/20090468

Signature

(……………)
Date

Certified by
……………………

Mr. Samuel Kwesi Enninful
(Supervisor)

Signature

(……………)
Date

Certified by
…………………….

Prof. Dontwi
HOD

Signature

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(………….)
Date

DEDICATION
This work is dedicated, with love, to the following personalities:My mother, Helena Mormordey Effer Teye Nartey, My father, Mr. John Kweku Nartey And Uncle, Mr. B.K Adipah formally of Ghana Education Service, Curriculum Research Development Division, Accra.

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ACKNOWLEDGEMENT
I am most grateful to the Almighty God; through whose providence and faithful guidance I have been able reach this level of my academic career to produce this work. My special thanks and profound gratitude go to my supervisor Mr. Samuel kwasi Enninful, who is a lecturer at institute of Distance Learning, KNUST. I also wish to express my heartfelt and sincere appreciation to my colleague, Rita Serwaa Asomaning and Winfred kingsley Afful for their assistance and in providing all the useful material which helped to shape my project. I am also grateful to the management and staff of MTN especially Veronica and Franklyn of Head Office for the immense assistance they gave when I was conducting 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 thanks to them for their support in the course of writing this thesis.

Furthermore, the author owes a debt of gratitude to pastor Hector Edusei for his invaluable support throughout the writing of this dissertation. Finally, I acknowledge with love, the moral and emotional support I received from dear mother, Helena Mormordey Effer Teye Nartey. I am also grateful to my uncle Mr. B.K Adipah, Cousin Richard Adipah and my sisters, Florence, Constance, Juliana for their love and encouragement. George Kwesi Nartey

September, 2010

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ABSTRACT

The research investigates the effect of advertising on consumer behavior in the sense of how advertising influence consumers to buy or make purchase. The objective of this study was to examine the effect of advertising on consumers in the service industry, to identify factors that motivate consumers to make an offer, and also to find out the type of adverts that influence consumers to make a purchase. The target population of the research involved both male and female client/customers of MTN Ghana, the subscribers and some managers of the company. A sample size of 225 was chosen. Non-probability method of sampling was adopted in selecting a sample size. The main instrument used in collecting data was questionnaire. The study shows that consumers respond effectively to advertisement when it is informative, that is, when it provides useful information to supports consumers to make decision. However, advertisement makes a strong impact when it is appealing, pleasing to the eye and shows creativity in its concept. The frequency of adverts also makes customers create some likeness for the product. The adverts that mostly attract...
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