Artikel
Effect of television adverts on children's purchase behaviour: Evidence from Ghana
The study assessed the effect of television advertising on children's purchasing behaviour in Ghana. The population comprised of children between the ages of 13 and 18 years who watched television adverts. The study was conducted on a sample of 230 respondents of which 202 responses, representing 87.83% response rate were received and useable. Data were collected using questionnaire. Convenience and purposive sampling techniques were adopted in selecting respondents. The data were analyzed using IBM Statistical Packages for Social Sciences with the use of multiple linear regressions. The study found quality information, information intrusiveness and likable adverts having positive and significant impacts on children purchase behaviour. The study recommends provision of quality, accurate, reliable, and timely information about products as well as employing popular and likable celebrities in the television advertisement.
- Language
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Englisch
- Bibliographic citation
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Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 6 ; Year: 2019 ; Pages: 1-13 ; Abingdon: Taylor & Francis
- Classification
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Management
- Subject
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Advertising
consumer buying behaviour
children
Ghana
- Event
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Geistige Schöpfung
- (who)
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Bamfo, Bylon Abeeku
Kraa, Jerry Jay
Asabere, Perdita
Atarah, Bede Akorige
- Event
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Veröffentlichung
- (who)
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Taylor & Francis
- (where)
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Abingdon
- (when)
-
2019
- DOI
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doi:10.1080/23311975.2019.1614740
- Handle
- Last update
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10.03.2025, 11:42 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Bamfo, Bylon Abeeku
- Kraa, Jerry Jay
- Asabere, Perdita
- Atarah, Bede Akorige
- Taylor & Francis
Time of origin
- 2019
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