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Advertisement and Consumer Buying Behavior Among Women in Tolon District in the Northern Region of Ghana

Author

Listed:
  • Ania Selina. Amalba

    (Faculty is Industrial Arts and Technology, University for Development Studies. Ghana)

  • Kurugu Vida Caroline

    (Finance Directorate, Bolgatanga Technical University, Bolgatanga, Ghana)

  • Ofori George Ankamah

    (KTCSR, University for Development Studies, Tamale. Ghana)

  • Soyeh Cynthia Anuyire

    (Office of the Campus Principal, University for Development Studies. Ghana)

  • Abadamloora Beatrice

    (Department of Agricultural and Consumer Science Education, University for Development Studies. Ghana)

Abstract

Advertising is a powerful, highly visible communication force and one of the most essential marketing communications instruments for selling products, services, ideas, and images, among other things. Many people feel that advertising reflects current demands. The study used a quantitative method research approach to investigate the source of advertisement, factors that influence consumer buying behavior, and the influence of advertising on consumer buying behavior in the Tolon District. The sample size was 346. According to the findings of this research, social media is the primary source of advertisement in the Tolon District. It was estimated that about43 percent of respondents indicated advertising is very paramount in influencing consumer buying behavior. The study recommends that marketers should take advantage of social media to advertise their products to increase their revenue.

Suggested Citation

  • Ania Selina. Amalba & Kurugu Vida Caroline & Ofori George Ankamah & Soyeh Cynthia Anuyire & Abadamloora Beatrice, 2025. "Advertisement and Consumer Buying Behavior Among Women in Tolon District in the Northern Region of Ghana," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 4775-4791, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:p:4775-4791
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    References listed on IDEAS

    as
    1. LIN Cheng-Ta Lin & CHUANG Shuang-Shii, 2018. "The Importance Of Brand Image On Consumer Purchase Attitude: A Case Study Of E-Commerce In Taiwan," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 13(3), pages 91-104, December.
    2. Bylon Abeeku Bamfo & Jerry Jay Kraa & Perdita Asabere & Bede Akorige Atarah, 2019. "Effect of television adverts on children’s purchase behaviour: Evidence from Ghana," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1614740-161, January.
    3. Kashif Riaz & Syed Karamatullah Hussainy & Abdul Kabeer Kazi & Gobind M. Herani, 2008. "Advertising Styles’ Impact on Attention in Pakistan," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 1, pages 28-35, December.
    Full references (including those not matched with items on IDEAS)

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