Exploring the Impact of Traditional Communication Channels on Customer Purchase Decision: A Case Study of University Students in Ghana

Purpose- Marketers want to know the best advertisement medium which can make their advertising more effective. This study seeks find a linkage between television advertisement, radio newspaper and outdoor towards customers’ purchase decisions in Ghana. Design/Methodology- Using University students Ghana as population, employed simple random sampling approach collected data from UCC KNUST. Seven hundred fifty (750) responses were gathered participants, but only seven thirty-two (732) deemed suitable adopted justify proposed relationships. Data analyzed using partial least squared built on Structural Equation Modeling (SEM) Findings- The findings revealed that has greatest impact customer decision was statistically significant at p< 0.01. Practical Implications- finding provides helpful suggestions for professionals, market researchers, existing emerging organizations see advertisements an opportunity increase awareness of goods services it tends appeal viewers’ visual sound senses, influencing purchasing increasing sales services.