Abstract:
Since the mobile telecommunication industry in Ghana was deregulated in 1994, there has been massive growth with six (6) licensed Companies such as MTN, TIGO, VODAFONE, AIRTEL, EXPRESSO and GLO.
Competition for space in the market is at its height and advertising is one of the main tools that the companies are using. Today, the mobile telecom sector is the highest advertising spenders in the economy with 23.5% of the total advertising budget in Ghana in 2009.
The problem is whether this huge investment in advertising is affecting consumer buying behaviour? The objectives that were set to help undertake this research are: identifying what motivates customers in making purchase decisions, determining the extent to which adverts affect consumer buying behaviour and determining how the companies measure advertising effectiveness.
Description:
Marketing as a business concept has been largely accepted all over the world, and Ghana is no exception. This recognition has increased competition among businesses in Ghana. Companies are resulting to various strategies and tactics in order to be on top of the markets in which they operate.
Over the years, the prominent tool that businesses have relied on to compete basically has been the marketing communication tools, of which advertising stands tall. Advertising is probably the first option that comes to mind when businesses need to communicate to the market.
Advertising is so pervasive in our business environment that, one begins to wonder whether businesses that use it are achieving their objectives. In Ghana today, the highest advertising spenders are the Mobile Telecommunication Companies. It is reported that in 2009, mobile telecommunication advertising spend recorded 43.5 billion Ghana Cedis out of a total of 184.9 billion Ghana Cedis. That is about 23.5% or close to a quarter of the entire national advertising budget. (www.myjoyonline.com/businessreport, 23rd June 2010.)
