ASSESSING THE ROLE OF ADVERTISING OF HERBAL MEDICINE TOWARDS CONSUMER BUYING ATTITUDE

Abstract

This study in brief looks at the herbal medicine industry and how it uses advertising to affect the buying decision of consumers in Ghana with emphasis on Amen Scientific Herbal Center Atwima-Techiman, Kumasi. The research was designed to examine the extent to which adverts affect the buying attitude of consumers with regards to herbal medicine. The methodology deals with the population, sample chosen and the research instrument used. The population comprises of consumers of herbal drugs and the management and staff of Amen Scientific Herbal Centre .A sample of sixty (60) respondents was chosen for the study. Questionnaires and interviews were the research instrument applied. Frequency tables, bar charts and pie charts were used to analyse and present data.