Abstract

This study aimed to see how a brand influences consumer behavior, especially purchase behavior, and how this relates to the current Ghanaian telecommunications industry. The research examines the impact of advertising on consumer behavior, in terms of how advertising prompts consumers to buy. This study was to examine the effect of advertising on consumers in the service sector, to determine the factors that motivate consumers to make an offer, as well as the type of advertising that influences consumers to make a purchase. The target population of the research involved both male and female clients/customers of Telecommunication Networks in Ghana, the subscribers, and some managers of the company. From the questionnaire used, the study shows that consumers respond effectively to advertising when it is informative, that is when it provides useful information that helps consumers make shots. The respondent sought more information about the product when buying it. In short, the consumer is well informed about the many brands out there, which is why the image is extremely necessary when making a purchasing decision, especially for beginners. This requires massive service improvements, innovation, and differentiation. It is suggested that the Ghana Telecommunications companies, improve the network to meet the interest and expectations of the customers.