ADVERTISING ON FOOD CHOICE: A STUDY OF BANK WORKERS IN GHANA

被引：0

作者：

Adzovie, Daniel Edem ^{[1
]}

Eshun, Eunice ^{[2
]}

Gborsong, Philip Arthur ^{[2
]}

机构：

[1] Tomas Bata Univ Zlin, Fac Multimedia Commun, Univ 2431, Zlin 76001, Czech Republic

[2] Univ Cape Coast, Fac Arts, Cape Coast, Ghana

来源：

15TH ANNUAL INTERNATIONAL BATA CONFERENCE FOR PH.D. STUDENTS AND YOUNG RESEARCHERS (DOKBAT) | 2019年

关键词：

advertising; food choice; taste; bank workers; media; Central Region; Ghana; TELEVISION;

D O I：

10.7441/dokbat.2019.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The study examined the influence advertising has on food choice of bank workers in Ghana. Whereas, there is a lot of empirical study on the influence of advertising on food choice in other countries, little is known about the phenomenon in Ghana, especially the influence of advertising on workers' food choice. The Uses and Gratification theory served as the lens for the study. Adopting the descriptive research design, we surveyed 200 respondents (bank workers) from 20 banks in the Central Region of Ghana, using convenience sampling procedure. Categories of food include fast foods, snacks, and food served in restaurants. The findings revealed that Television had the greatest influence on the food choice of respondents, followed by Radio. Taste was the highest influencing factor regarding bank workers' food choice. It was recommended that food advertisers must pay more attention to taste as a strong selling point when advertising their products.

引用

页码：12 / 21

页数：10

共 50 条

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