EFFECT OF ADVERTISING ON CUSTOMERS’ PURCHASE INTENTIONS AT SOCIETE GENERALE GHANA LIMITED

ABSTRACT

The study was conducted to assess the effect of advertising on customers’ purchase intention for banking products in Ghana by specifically targeting customers of Societe Generale’s Head Office in Accra, in capital city of Ghana. The study employed explanatory design as the main research design and this was supported by the quantitative research approach dues to the nature of its scientific enquiry. The population consisted of 24676 customer and out of this, 399 of were surveyed through self-administration of structured questionnaire. Systematic sampling technique was used for the selection of the respondents. An internal consistency of 0.916 was recorded for the instrument. Multiple regression analysis and hierarchical multiple regression (inferential statistical techniques) and descriptive statistics were used for the primary data analysis. It was discovered that, the respondents were generally satisfied with the advertising strategy of Societe Generale. Furthermore, it was found that advertising roles accounted for 59.0% positive variance in customers’ purchase intention. Similarly, it was found that advertising dimension accounted for 40.0% positive variance in customers’ purchase intention for advertised brands. Satisfaction with advertising strategy mediated the predictive relationship between advertising role and purchase intention. Again, advertising dimension of Societe Generale’s adverts partially mediated the predictive relationship between advertising and purchase intention. Societe Gnerale must intensify its advertising strategy. Also, conducting periodic marketing research would provide reliable and well-informed marketing insights that can be relied by management to make economically justified decisions.