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Title: The effect of advertising on the purchasing behavior of bank customers A case study of E-zwich
Authors: Afrifa-Mintah, Kwabena
Issue Date: 2-Nov-2016
Abstract: Continuous advertising and product diversification seem to have done little to modify public perception that banks are all alike. Customer’s behaviour is often self-contradictory. Most of the leading organizations in quality would now reach a decision that quality is about how an organization goes about meeting and satisfying the needs of its customers, but many are still driving quality into their organizations through a production orientation rather than through the eyes of their customers. Contrary to the conventional wisdom that continued spending in advertising is needed to uphold high levels of sales, the concept of advertising persistence proposes that short-term advertising campaigns can have long-lasting influences on sales. The purpose of this study was to examine the effects of advertising on the purchasing behaviour of bank customers. This study is based on an aided questionnaire issued to students, government workers, market men and women and operators of E-zwich drawn from a convenience sample size of 180 in the Accra metropolis. Seven commercial banks were also used in the survey to confirm whether or not the information gathered from the users of E-zwich was true. The study revealed that, the adoption of effective advertisement, thus through television and radio is most likely to increase the purchasing behaviour of bank customers. It is also good to note that other methods such as personal selling and cross selling will also help improve the purchasing behaviour of the E-zwich services, speeding up the rate of transactions by the organization, making it attractive to customers and increasing their turnover. This study recommends the need for continuous and effective advertisement and services. E-zwich should be improved to make it easy to use by all and reduce the time intervals involve performing each transaction.
Description: A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirement for the degree of Master of Business Administration (International Business Option), 2015
URI: http://hdl.handle.net/123456789/9500
Appears in Collections:College of Arts and Social Sciences

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