IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v6y2019i1p1614740.html
   My bibliography  Save this article

Effect of television adverts on children’s purchase behaviour: Evidence from Ghana

Author

Listed:
  • Bylon Abeeku Bamfo
  • Jerry Jay Kraa
  • Perdita Asabere
  • Bede Akorige Atarah

Abstract

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.

Suggested Citation

  • Bylon Abeeku Bamfo & Jerry Jay Kraa & Perdita Asabere & Bede Akorige Atarah, 2019. "Effect of television adverts on children’s purchase behaviour: Evidence from Ghana," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1614740-161, January.
    • Handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1614740
    DOI: 10.1080/23311975.2019.1614740
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2019.1614740
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2019.1614740?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1614740. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.