Influence of Advertisements (Radio and Television) of Sonturk Supermarket on the Purchasing Behaviour of University of Cape Coast Students.

Abstract

The study focused on assessing the effect of radio and television adverts on Sonturk products among Students of the University of Cape Coast. The quantitative approach as well as descriptive research design was used for the research. And Simple random sampling as well as the purposive sampling under non-probability technique was the sampling method used. Questionnaires were used to obtain information from the 50 respondents who were chosen for the study. Descriptive Statistical tools were employed to analysis the demographic characteristics of the respondents. Tables, figures, frequencies and percentages were employed to display various responses. Whereas regression analysis was used to assess the influence of TV and radio adverts on Sonturk products on University of Cape Coast Students. It emerged from the study that that TV adverts is not a strong predictor of purchasing behaviour. This means that the degree to which TV adverts influence purchasing behaviour is very small. Again, it was found that based on the variation accounted radio adverts is not a strong predictor of purchasing behaviour. This means that the extent to which radio adverts influence purchasing behaviour is very small. However, based on the variations between the two variables, it emerged that radio adverts exerts more influence on students purchasing behaviour than TV adverts. The study, therefore, concluded that radio adverts affects employees more TV adverts and hence management should resort to radio adverts.