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ASSESSING THE ROLE OF ADVERTISING OF HERBAL MEDICINE TOWARDS CONSUMER BUYING ATTITUDE
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| dc.contributor.author | OFOSU, ROCKY | |
| dc.contributor.author | BOAKYE OSEI, ISHMAEL | |
| dc.contributor.author | ASIEDU OFORI, KOFI | |
| dc.date.accessioned | 2013-09-10T13:01:49Z | |
| dc.date.accessioned | 2022-01-18T17:44:11Z | |
| dc.date.available | 2013-09-10T13:01:49Z | |
| dc.date.available | 2022-01-18T17:44:11Z | |
| dc.date.issued | 2013-05 | |
| dc.identifier.uri | http://localhost:8080/xmlui/handle/123456789/260 | |
| dc.description | Advertising is the main weapon or tool in every organization for its survival in this era of competition. Consumers are never far from advertisements. Therefore to succeed in winning customers in the face of competition, it is vital for the organization to understand how buyers go about choosing between alternatives (consumer buying behaviors).Buying behavior is the way in which customers act, and the processes involved in making a purchase decision. It can be said to be the act of individuals and firms which are directly related to obtaining, using and disposing off economic goods and services, including the decision that provides and determines these act. | en_US |
| dc.description.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. | en_US |
| dc.subject | BUYING | en_US |
| dc.subject | CONSUMER | en_US |
| dc.subject | MEDICINE | en_US |
| dc.title | ASSESSING THE ROLE OF ADVERTISING OF HERBAL MEDICINE TOWARDS CONSUMER BUYING ATTITUDE | en_US |
| dc.title.alternative | CASE STUDY OF AMEN SCIENTIFIC HERBAL CENTRE ATWIMA TACHIMAN | en_US |
| dc.type | Thesis | en_US |
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Business Administration -ST
Business Administration -ST