Influence of TV and Radio Adverts on the Decisions of Tertiary Students to Purchase Telecom Products in the Cape Coast Metropolis

Influence of TV and Radio Adverts on the Decisions of Tertiary Students to Purchase Telecom Products in the Cape Coast Metropolis

Author(s) by Dominic Owusu, Kwamena Minta Nyarku
Pages 55-65
Keywords
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Abstract


The use of telecom products over the years has gone up tremendously among consumers. This has led to intense competition among the telecom operators for customers. TV and Radio have been one of the competitive tools employed by these telecom operators to attract, inform and persuade customers. Using tertiary students in the Cape Coast Metropolis as the data source, this study primarily examined the influence of television and radio advertisement used by telecom operators as far as purchasing decisions are concerned.The study employed the correlational study design. Convenience sampling was used to select 754 tertiary students from a total population of 17218. The main research instrument used to collect data for the study was the questionnaire. Descriptive and inferential statistics such as the mean, standard deviation, standard regression and hierarchical regression were used to analyse the data. The findings of the study showed television advert and not radio advert influenced the decisions of tertiary students to purchase telecom products. It was also revealed that price and service quality delivery moderates the relationship between electronic advertising and consumer purchasing decisions. It is recommended that the television should be the main medium when advertising for their product to tertiary students in the country.

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