Does Radio Advertisement Influence Sale of Herbal Products in Ghana? Evidence from Ho Municipality - Modern Economy

ME > Vol.4 No.10, October 2013

Does Radio Advertisement Influence Sale of Herbal Products in Ghana? Evidence from Ho Municipality ()

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Download as PDF (Size: 125KB) PP. 652-658

DOI: 10.4236/me.2013.410070 6,417 Downloads 10,022 Views Citations

Author(s)

Dadson Awunyo-Vitor, Edward Kwame Ayimey, John Korbla Gadawusu

Affiliation(s)

.
Department of Agricultural Economics, Agribusiness and Extension, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana.

ABSTRACT

Radio as a medium of advertising is very popular among marketers of fast moving consumer goods because it can reach wider audience in both rural and urban areas. In recent times, the popularity of radio as an ideal medium of advertising is gaining ground among herbal medicine producers apparently for commercial gains. This study aimed at analyzing the effect of radio advertising on the sale of herbal products with specific reference to the Ho Municipality. Convenience sampling technique was used to sample the respondents. In all, data had been collected from a sample of 50 respondents comprising ten (10) herbal retail shop operators and forty (40) final consumers of herbal products. Interview guides were used to collect data from the management of herbal retail shops and questionnaires were used to collect data from the consumers of herbal products. Analytical tools used include descriptive statistics and correlation. The study revealed that the majority of consumers got to know of the products through radio advertisement. Also, empirical data analysis suggests that 60.7% of the sales of herbal products could be attributed to advertising. In view of the above findings, further studies may be directed towards identifying other factors that influence the sale of herbal products within the municipality.

KEYWORDS

Radio Advertisement; Sales; Herbal Products; Ho Municipality; Ghana

Share and Cite:

D. Awunyo-Vitor, E. Ayimey and J. Gadawusu, "Does Radio Advertisement Influence Sale of Herbal Products in Ghana? Evidence from Ho Municipality," Modern Economy, Vol. 4 No. 10, 2013, pp. 652-658. doi: 10.4236/me.2013.410070.

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