Effect oF Radio Advertisement on Brand Awareness of Herbal Product in Tamale Metropolis

Abstract

The study was conducted to assess the effect of radio advertisement on brand awareness of herbal medicine in Tamale Metropolis. The study adopted the positive research paradigm because the study was quantitative in nature. The descriptive research design was considered appropriate for the study because it made it possible to assess people‘s knowledge, perception, beliefs, preferences and satisfaction and use statistical tools to measure their responses. The population for the study involves 365 customers who patronize herbal medicine in the Tamale Metropolis. A sample size of 185 customers were selected and surveyed accordingly through the convenient sampling technique. Structured questionnaire was used for data collection. Descriptive statistics such as frequency, percentage and standard deviations and inferential statistics such as standard multiple regression was used for data analysis. The results of the study revealed that radio advertisement on herbal medicine inform customers about the product and facilitates brand recall. Similarly, it was revealed that the customers naturally retrieve their preferred herbal medicine's brand which gives the product a greater chance of it being considered for purchase and then actually purchased. The study recommended that distributors of herbal medicine must conduct periodic marketing survey so as to determine, at some earmarked periods, the level of customers‘ satisfaction with their marketing activities especially its radio advertising strategy on brand awareness of these herbal medicines. © University of Cape Coast https://ir.ucc.edu.gh/xmlui