INFLUENCE OF BRANDING AND ADVERTISING ON CONSUMERS’ PURCHASE DECISION OF INTER-CITY TRANSPORT SERVICE IN ACCRA, GHANA: A CASE OF STATE TRANSPORT COMPANY

Ibrahim Ofosu-Boateng, Samuel Dwamena Agyei

Abstract


The study examines the influence of branding and advertising on consumers’ purchase decision of inter-city transport service in Accra, Ghana. Data were collected using questionnaire administered through personal interviews to 300 customers of State Transport Company in Accra, Ghana, and data analyses carried out using SPSS version 20. The findings of the study revealed that brand image is significantly influencing consumers’ purchase decision of State Transport Company’s services in Accra, Ghana. Again, the study showed that brand awareness is positively influencing consumers’ purchase decision of State Transport Company services in Accra, Ghana. On the bases of these findings, it was recommended that the State Transport Company should build strong brand beliefs to enable consumers hold unique mental picture of the brand. More so, the brand should be built in such a way that consumers can recognize and recall it in any given situations.

 

JEL: M30; M37; R40

 

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Keywords


branding, brand image, brand awareness, brand association, advertising, consumer purchase decision, Accra, STC

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DOI: http://dx.doi.org/10.46827/ejmms.v5i3.874

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