ABSTRACT

This study was done within the framework of the Elaboration Likelihood Model and the Consumer Involvement Theory. It was based on a survey of 150 students of the University of Ghana and it sought to find out the role played by television advertising in influencing consumer preference for Omo and So Klin; two competing brands in Ghana.

Results revealed that television advertisement plays little role in determining brand preference as most of the respondents said they do not patronize their favourite brand because of advertisements on television. Also, the frequency with which a brand is advertised on television has little influence on consumers‟ brand preference and so does the use of celebrity endorsement. This, therefore, means that repeat purchase of products by consumers is not significantly influenced by television advertising. The findings showed that the quality of the product plays a major role in dictating consumers‟ preference rather than a mere exposure to the brand through television advertising.