The Significance of Women in Performing Advertising Roles for Consumer Products in Ghana

Thompson Ewureffe Orleans (2020) The Significance of Women in Performing Advertising Roles for Consumer Products in Ghana. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The study on the significance of women in performing advertising roles for consumer products has received little attention from African scholars. Moreover, only a few scholars have come close to investigating the subject matter and there is no empirical finding on how women in advertising roles influence the purchase decision of consumers. The current study was conducted to achieve three main objectives. Firstly, the study examines the role of women in advertising consumer goods. Secondly, the study examines the effect of advertisement on the purchase of consumer products and lastly, to determine the significance of women in performing advertisement roles. By using a quantitative approach, the study collects primary data from 103 respondents through an online survey using a convenient sampling technique. Research data were analyzed using percentages, summation, tables, and charts. The findings indicate that women are able to play various roles in advertisements but the most significant one is that they make the product very appealing. The findings again indicate that women are able to show the quality of the product, price of the product, and indicate product usage. Finally, it was revealed that when women are used for advertisement, customers buy more of the product than compared to men. The study recommends that women should be given priority over men when making choices on the use of gender in playing advertisement roles.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	advertising, Appeal, Ghana, products, Women
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:46
Utolsó módosítás:	2021. Feb. 08. 13:46

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