Abstract:
The study was conducted to assess the effect of advertising on
customers’ purchase intention for banking products in Ghana by specifically
targeting customers of Societe Generale’s Head Office in Accra, in capital city
of Ghana. The study employed explanatory design as the main research design
and this was supported by the quantitative research approach dues to the
nature of its scientific enquiry. The population consisted of 24676 customer
and out of this, 399 of were surveyed through self-administration of structured
questionnaire. Systematic sampling technique was used for the selection of the
respondents. An internal consistency of 0.916 was recorded for the instrument.
Multiple regression analysis and hierarchical multiple regression (inferential
statistical techniques) and descriptive statistics were used for the primary data
analysis. It was discovered that, the respondents were generally satisfied with
the advertising strategy of Societe Generale. Furthermore, it was found that
advertising roles accounted for 59.0% positive variance in customers’
purchase intention. Similarly, it was found that advertising dimension
accounted for 40.0% positive variance in customers’ purchase intention for
advertised brands. Satisfaction with advertising strategy mediated the
predictive relationship between advertising role and purchase intention. Again,
advertising dimension of Societe Generale’s adverts partially mediated the
predictive relationship between advertising and purchase intention. Societe
Gnerale must intensify its advertising strategy. Also, conducting periodic
marketing research would provide reliable and well-informed marketing
insights that can be relied by management to make economically justified
decisions.
