Authors: Monaliza Armah1 | Harriet Fosua Attafuah2
1Lecturer, African University College of Communications
2Assistant Librarian, University of Energy & Natural Resource
Email: 1araamansah@gmail.com | 2harriet.attafuah@uenr.edu.gh
Abstract
The study assesses the impact of television advertisement on consumer buying behavior of Propa baby diapers in the Dunkwa-on-offin in the Denkyira East District of the Central Region, Ghana. The study specifically investigates the ingredients of TV advertisements of propa baby diapers, buying processes involved in buying of propa baby diaper, factors that influence the buying behavior of consumers with respect of proper baby diapers and impact of TV advertisement on customer purchasing behavior of propa baby diapers. The study employed purposive and snowball sampling techniques and the end of the exercise, 120 respondents were drawn from the population and questionnaires were distributed accordingly. Due to the nature of issue under consideration, more women (86) were drawn than men (34). The data were analyzed descriptively and quantitatively analyzed with SPSS (version21.0). Weighted averages of Likert Scale responses were computed to indicate agreement (3.50-5.00) or disagreement (1.00-3.49) to a statement. Chi-square (χ2) was used to test for independence of two or more variables. Pearson Correlation Coefficient was used to test for correlation between propa baby diapers TV advertisement and consumers’ purchases of it. Simple regression was employed to test for the impact of TV advertisement on purchase of propa baby diapers. The significance level for all tests was set at 5%. Personal factors had the highest influence on customers when buying propa baby diapers with sex (p<0.002), age (p<0.01), educational level (p<0.01), occupation (p=0.019) and household size (p<0.01) significantly influencing customers’ buying behavior of propa baby diapers in the Dunkwa-on-offin. Frequency of viewing propa TV adverts and frequency of buying propa baby diapers were significantly strongly positively related. Propa TV advert significantly impacted on frequency of buying propa baby diapers. The study recommends that the company should continue with TV advert on propa baby diapers. The company should continuously improve the quality of propa baby diapers without much price increase. The company should factor personal factors of consumers in their marketing strategy if they want to be a market leader in the Dunkwa-on-offin
Keywords: Television Advertisement, Consumer Buying, Behavior of Consumer Products