This research study is generally intended to apprise the effect of advertising on consumer buying behaviour in retail outlets.

Based on the above purpose, some literatures relating to this research were reviewed. However, more concise and comprehensive information were gathered through primary and secondary data, which help to elaborate more on this project topic.

The population of the study comprises of the top management staff of the four branches of Achimota Mall in Takoradi Metropolis. The unit of analysis was minimal and as such, the whole population was adopted.

Following the hypothesis tested, the findings were that advertising has a significant effect on the consumer buying behaviour of a product. The findings also revealed that there is significant relationship between advertising carried out and the degree of consumer buying behaviour.

Conclusively, based on the findings, the following recommendations were made, that advertisers should know when best to advertise in order to reach out to the particular group of customers that will need the message. Again that advertising should be left in the hands of better and qualified agencies that are in a good position to produce better and quality advertising. Furthermore, a proper analysis of the target market should be considered for effective advertising. All these will make advertisement indispensable.

Advertising is one particular promotional tool that attracts the greatest controversy as to its role and contributions in social, economical and ethical spheres. It is not the only communication tool which organization utilize in trying to communicate the existence and quality of their products to the potential and prospective buyers but it is the most commonly used an also the most noticed of all the promo tools. It is the only one that gets to the greatest number of the firm’s target audience at the same time. It is not done by profit-oriented organizations alone but politicians, government and even non-profitable organization do advertise.

Advertising therefore can be defined as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor. The words “any paid from” distinguishes advertising from publicity because every organization that wants to advertise will purchase space or time in the chosen medium to tell the story about a product or service. “Non-personal” distinguishes advertising from personal selling because advertising reaches large number of audience through mass media, which are non-personal and do not have the chances of immediate feedback as personal selling does. “ideas, goods and services” establish that advertising is not restricted to tangible products but also intangible advertising is used by profit and non-profit making organizations to promote their products e.g. banks churches, charitable homes etc”. An identified sponsor” indicates that the sources of every advertisement message is always made public and this differentiates advertising from propaganda and rumour (Adrika, Ebua and Nnolim, 1996).

Advertising reaches the mass publics through the print media (Newspapers, magazines) broadcast or electronic media (Radio, Television and cable), and display media (Bill boards, signs and posters) etc. The choice of the media vehicle, depends among others on the strength and weakness of each vehicle, available resources and media selection of the target market to reach competitive parity and company policy on promotion.

Two or more media vehicle may be used simultaneously to realize the promotion objectives. For instance Achimota Mall uses radio, television, billboard and magazine at the same time because of the competitive nature of retail outlets.

Perly and Rossite (1978) said that advertising is a process of relatively indirect persuasion based on information about product benefit which is designed to create favourable mental impression that turns the mind towards purchase. Advertising can be used to generate awareness, establish or change attitudes and stimulate purchase intentions. It build’s customer franchise or a relatively preference for a brand. It also acts as a necessary injunction to propel the marketing action.

In this project, the researchers contraction is on the effort of advertising on customers’ patronage in retail outlets. The researcher also briefly looked at them and tried to measure the effect advertising has on customer’s patronage towards their products. Once a new product has been manufactured, the next thing to do is to bring it to the notice of customers and this is done through advertising.

Most of the products that are not given good advertisement usually end up not being sold. It is through the patronage of the customers towards that product that the company gets to know if the advertisement has any impact and effect on the customers.

In the course of carrying out this research, Achimota Mall retail food business was used as study to determine the effect of advertising on consumer buying behaviour in retail outlets. Achimota Mall retail food business is one of the departmental stores of United African Company Ghana Plc (UACG). The firm is the largest retail food business in Ghana with over 250 restaurants in the major cities of the country.

Achimota Mall media selection are billboards, electronic media which include television, radio and print media which include newspapers, magazines as well as Journals. All these are used to attract consumer buying behaviour and to increase sales.

1.2 Statement Of The Problem
Firms generally embark on advertising and Achimota Mall in particular also embarks on advertising. When advertising in is carried out, it is supposed to arouse the interest of the target market. Also when advertising is carried out, it is expected to increase the sales of the company product and as well generate profit for the organization. lastly when advertising is carried out at any point in time, it is supposed to increase the market share which that firm is occupying in the industry.

In carrying out this study, the researcher is in doubt if advertising has any significant effect on the consumer buying behaviour towards the company’s product since tit is usually hard to predict possible actions of any customer at any point I time within an environment. This is because individual customer possesses different characteristics from other and their attitudes towards a product change from time to time.

The researcher has the problem of knowing if the company advertises her products well, by knowing if the type of media used in advertising their products help in the patronage of the customers towards their products.

The researcher also tried to know if government laws and regulations towards advertisement affect the consumer buying behaviour towards the company’s products.

All these led the researcher to study the effect of advertising on consumer buying behavior in retail outlets.

1.3 Objectives of The Study
The general objectives of this research is centered on the effect of advertising on consumer patronage in retail outlets. However, other specific objectives are to;

1. To ascertain the advertising types that can improve consumer patronage in the industry.

2. To determine the extent that advertising can influence consumer’s purchase behavior

3. To determine the various advertising campaigns and/or communication used for Achimota Mall

1.4 Research Question
1. Would the advertising types enhance consumer patronage in the industry?

2. To what extent can advertising influence consumer purchases behavior?

3. What are the various advertising campaigns/communications that can be used on Achimota Mall?

1.5 Research Hypothesis
Ho1: There is no significant relationships between advertising types and consumer patronage.
Ho2: Advertising has no significant relationship with consumer purchase behavior.

1.6 Significance Of The Study
This research will be of help to my organization that wants to carryout advertisement so as to attract customers, which will lead them to patronize their products thereby helping the organization to maximize their profit.

This study will also be of academic value to both students and other refreshers that would wish to further an investigation towards this area of study in the future.

1.7 Scope Of The Study
It is the intention of the researcher to make an extensive overview of the effect of advertising as a detriment of customers’ patronage to all the organizations but due to obvious limitation this study was restricted to only fast food industry and Achimota Mall in particular.

1.8 Limitations Of The Study
During the course of carrying out this study, the researcher was constrained by the inability of the respondents to co-operate.

Huge sum of money was involved conducting this research and there was also problems of distribution and collection of questionnaires.

Finally, the risk involved in traveling from time to time to gather the information needed and time constraints was a protection in all these, the information needed to enable the researcher develop the importance of his research work was gathered.

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Item Type: Ghanaian Topic  |  Size: 65 pages  |  Chapters: 1-5
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