ADVERTISING ON FOOD CHOICE: A STUDY OF BANK WORKERS IN GHANA
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F19%3A63523923" target="_blank" >RIV/70883521:28130/19:63523923 - isvavai.cz</a>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
ADVERTISING ON FOOD CHOICE: A STUDY OF BANK WORKERS IN GHANA
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
ADVERTISING ON FOOD CHOICE: A STUDY OF BANK WORKERS IN GHANA
Popis výsledku anglicky
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.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
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OECD FORD obor
50901 - Other social sciences
Návaznosti výsledku
Projekt
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Návaznosti
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Ostatní
Rok uplatnění
2019
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
DOKBAT 2019 - 15th International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7454-893-2
ISSN
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e-ISSN
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Počet stran výsledku
10
Strana od-do
12-21
Název nakladatele
Fakulta managementu a ekonomiky, UTB ve Zlíně
Místo vydání
Zlín
Místo konání akce
Zlín
Datum konání akce
6. 11. 2019
Typ akce podle státní příslušnosti
EUR - Evropská akce
Kód UT WoS článku
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