THE EFFECT OF TELEVISION ADVERTISEMENT OF ALCOHOLIC BEVERAGES ON CONSUMER BEHAVIOUR

Topics: Alcoholic beverage, Alcohol, Alcoholism Pages: 18 (10020 words) Published: November 1, 2014

UNIVERSITY OF CAPE COAST
THE EFFECT OF TELEVISION ADVERTISEMENT OF ALCOHOLIC BEVERAGES ON CONSUMER BEHAVIOUR.BY AWUA JOSHUA
KATE FENTENG
LILY ASARE A PROJECT WORK SUBMITTED TO THE DEPARTMENT OF EDUCATIONAL FOUNDATIONS OF THE FACULTY OF EDUCATION, IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF BACHELOR OF SCIENCE DEGREE IN PSYCHOLOGY. MAY, 2013.

DECLARATIONCANDIDATES DECLARATION
We hereby declare that this work is the result of our own original research and that no part of it has been published in part or in whole for another certificate in this university or elsewhere. Candidates name: Joshua Awua ED/BPS/09/0150 Signature: ……………… Kate Fenteng ED/BPS/09/0075 Signature: ……………… Lily Asare ED/BPS/09/0070 Signature: ……………… Date: …………………………………………………. SUPERVISOR’S DECLARATION

I hereby declare that the preparation and presentation of this project work were supervised in accordance with guidelines on supervision of project work laid down by the University of Cape Coast, Cape Coast, Ghana. Supervisor’s signature: …………………………………. Date: …… Name: Professor Rowland A. E. Iheanacho

ABSTRACTThe research investigates the effect of television advertisement of alcoholic beverages on consumer behaviour in the sense of how alcohol adverts influence buying and the related impact it has on consumers. The objectives of the study was to examine if consumption of alcohol affect students academic performance, to determine if consumption of alcohol promote flirting , to determine whether the consumption of alcohol lead to road accidents and also to determine whether television adverts of alcoholic beverages lead to increase consumption. The target population of the study included all students pursuing Bachelor of Science Psychology programme in the University of Cape Coast. A sample size of 79 was chosen for the study. The simple random sampling method was adopted in selecting the sample. Questionnaire was the main instrument used to seek answers to research questions. The collected data was analysed using frequency count and percentages. The findings show that, alcohol intake has adverse impact on students’ academic performance through absenteeism, indulgence in examination malpractices and limited study hours. Alcohol consumption make men confident and women accept proposals easily. Also drunk driving was a major cause of accident in Ghana since drunken drivers flout road traffic regulations. It was recommended that, the Motor Traffic Transport Unit of the Ghana Police Service and the Driver Vehicle License Authority should intensify the campaign to curb drunk driving. Drivers found guilty of drunk driving should be banned from driving or have their license withdrawn for three months. ACKNOWLEDGEMENTSWords alone cannot convey our profound indebtedness to our dynamic supervisor, Professor Rowland A. E. Iheanacho for his fatherly tutelage, affability, time and the invaluable support he provided in the course of this work. To just say we appreciate these individuals will be an understatement: Ms. Mary Adomah Yeboah, Mr. Patrick Duncun Reynold (TOR), Mr. Osei Yaw Boa- Korang(Twifo Praso Rural Bank), Mr. Evans K. Acheampong, and Ms. Dorothy Gabben- Mensah (UCC), Mr. Stephen Doh-Fia (Lecturer Department of Educational Foundations). We are really grateful for every assistance you rendered to bring this work to fruition. To our supportive parents,Mr. Ransford Oti Fenteng, Mr.Benjamin Asare and Ms, Rose Konamah, we say God bless you all for your prayers, care, encouragement, motivation, ideas, thoughtfulness, deeds of kindness and for every helping hand you offered in the spirit of love to make this piece a possibility. Lastly, kudos to all friends and all who contributed in diverse ways to make this...

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