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...

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Autores principales:	Bylon Abeeku Bamfo, Jerry Jay Kraa, Perdita Asabere, Bede Akorige Atarah
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	advertising consumer buying behaviour children ghana Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/935267215fa9475ba295f0a071cdac4c
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id	oai:doaj.org-article:935267215fa9475ba295f0a071cdac4c
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spelling	oai:doaj.org-article:935267215fa9475ba295f0a071cdac4c2021-12-02T16:09:30ZEffect of television adverts on children’s purchase behaviour: Evidence from Ghana2331-197510.1080/23311975.2019.1614740https://doaj.org/article/935267215fa9475ba295f0a071cdac4c2019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1614740https://doaj.org/toc/2331-1975The 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.Bylon Abeeku BamfoJerry Jay KraaPerdita AsabereBede Akorige AtarahTaylor & Francis Grouparticleadvertisingconsumer buying behaviourchildrenghanaBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	advertising consumer buying behaviour children ghana Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	advertising consumer buying behaviour children ghana Business HF5001-6182 Management. Industrial management HD28-70 Bylon Abeeku Bamfo Jerry Jay Kraa Perdita Asabere Bede Akorige Atarah Effect of television adverts on children’s purchase behaviour: Evidence from Ghana
description	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.
format	article
author	Bylon Abeeku Bamfo Jerry Jay Kraa Perdita Asabere Bede Akorige Atarah
author_facet	Bylon Abeeku Bamfo Jerry Jay Kraa Perdita Asabere Bede Akorige Atarah
author_sort	Bylon Abeeku Bamfo
title	Effect of television adverts on children’s purchase behaviour: Evidence from Ghana
title_short	Effect of television adverts on children’s purchase behaviour: Evidence from Ghana
title_full	Effect of television adverts on children’s purchase behaviour: Evidence from Ghana
title_fullStr	Effect of television adverts on children’s purchase behaviour: Evidence from Ghana
title_full_unstemmed	Effect of television adverts on children’s purchase behaviour: Evidence from Ghana
title_sort	effect of television adverts on children’s purchase behaviour: evidence from ghana
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/935267215fa9475ba295f0a071cdac4c
work_keys_str_mv	AT bylonabeekubamfo effectoftelevisionadvertsonchildrenspurchasebehaviourevidencefromghana AT jerryjaykraa effectoftelevisionadvertsonchildrenspurchasebehaviourevidencefromghana AT perditaasabere effectoftelevisionadvertsonchildrenspurchasebehaviourevidencefromghana AT bedeakorigeatarah effectoftelevisionadvertsonchildrenspurchasebehaviourevidencefromghana
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Effect of television adverts on children’s purchase behaviour: Evidence from Ghana

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