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

Bylon Abeeku Bamfo,Perdita Asabere,Bede Akorige Atarah,Jerry Jay Kraa,Len Tiu Wright

doi:10.1080/23311975.2019.1614740

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 ...

Highlights

Advertising plays an important role as one of the marketing tools companies use to persuade and draw attention of consumers about the existence of their offerings
Out of the total responses, a sum of 95 responses representing 47% of the respondents were male children while, 107 of them representing 53% were females. This implies that, more female’s children participated in the study than their male counterparts. This implies that female children are more engaged with television advertisement than male children
These age groups were considered to be children as claim by the Children Act of Ghana and are capable of understanding the content of television advertisement. It is only around or after the age of 12 that we can be more certain that most children have developed a fuller understanding of the purpose or objective of advertising

Summary

Introduction

Advertising plays an important role as one of the marketing tools companies use to persuade and draw attention of consumers about the existence of their offerings. One cannot ignore the important role of advertising in delivery of news and vital product information for consumer which enhances their purchasing decisions (Xiong & Bharadwaj, 2013). Businesses must take their advertising strategies seriously since the business environment has become so competitive (Bardi, 2010). Firms are facing fear of competition, designing catching and interesting message is the surest way to influence consumer buying behaviour. Children are important customers that must be taking seriously if firms want to increase market share. The radio, television, the fliers among others are the various ways businesses advertised their products to customers

Methods

Results

Discussion

Conclusion