The Impact of Advertising on Consumer Buying Behaviour

The main objective of the study was to assess the effects of advertisement on consumer buying behavior; a case of Coca Cola Company (Ghana). Specifically, the study sought:

• To establish the relationship between advertising and consumer buying behaviour.
• To determine the most effective advertising medium to consumers.
• To examine the dominant appeal of Coca Cola

The study adopted the descriptive research design. The descriptive research was used because of its ability to use either qualitative or quantitative data or both, giving the researcher greater options in selecting the instrument for data-gathering. The population comprised of all students of GIMPA who are consumers of Coca Cola. A total of two hundred respondents (200) were sampled out for the study. Fifty students were sampled from each academic level bringing the total respondents to 200. A non-probability sampling procedure was adopted for this study. Specifically, convenience sampling, (were respondents who are good prospects for accurate information), was used. A questionnaire was chosen as the data collection instrument. Statistical Package for Social Sciences (SPSS.v.21.0) was used in the processing of primary data gathered.