TITLE:
Does Advertising Help Improve Consumer Purchasing Behavior toward Insurance Products?
AUTHORS:
Francis Osei, Francis Nii Adjabeng, Samuel Owusu-Mensah, Alfred Atakora
KEYWORDS:
Advertising, Consumer, Awareness, Consumer Buying Behavior, Consumer Perception, Insurance Products
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.10 No.12,
November
2,
2022
ABSTRACT: The
study is focused on the effect of advertising on consumer buying behavior of
insurance products in Ghana. Exploratory analysis and descriptive statistics
were used to analyze quantitative data. Data analysis was done using a total of
200 valid responses from actual and prospective buyers of insurance products.
The associations between constructions and
latent variables were investigated using structural equation modeling (SEM).
The results of the study revealed that advertisement, consumer awareness,
consumer perception, consumer perception have a significant effect on consumer
buying behavior toward insurance products. This outcome is consistent with the
body of research. We advise that in order for advertising to be effective, the
target market must be thoroughly engaged in order to understand their
purchasing habits and attitudes toward goods and services. Additionally, as
consumers’ purchasing behavior is heavily influenced by their perception, more
effort should be put into advertising that is perception-related.