Perceptions of Communications Mix as a Bank Marketing Strategy- The Case of Rural and Community Banks In Ghana

Isaac Tandoh

Authors

Isaac Tandoh

Keywords:

marketing communication, perception, strategy, ghana

Abstract

The study aimed to explore and find out the perceptions of staff and customers on communication mix strategies employed by the selected banks. A multi-stage sampling technique was used in selecting the final 561 samples for the study. 1. The quota sampling technique was used in the first stage. 2. The simple random sampling technique was used in the second stage to select the representative RCBs from each of the ten(10) regions. Lastly, purposive sampling and simple random sampling techniques were used to select the manager of marketing and communications as well as employees and clients from each of selected RCBs from the ten regions respectively in the third stage.

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How to Cite

Perceptions of Communications Mix as a Bank Marketing Strategy- The Case of Rural and Community Banks In Ghana. (2020). Global Journal of Human-Social Science, 20(A5), 17-26. https://socialscienceresearch.org/index.php/GJHSS/article/view/3200

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