Browsing by Author "Alemenew, Zelalem"
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Item Factors Affecting Consumers' Buying Decision of a TV Brand in Addis Ababa(Addis Ababa University, 2020-06) Alemenew, Zelalem; Mesfin, Tewodros (PhD)Understanding consumers’ behaviour helps marketers to offer a product that qualifies the values of their customers to the best. Consumers’ behaviour is reflected when they buy, use, and dispose of a product. The purpose of this study was to analyse factors which affect consumers’ buying decision of a TV Brand in Addis Ababa. To attain this research objective, quantitative data that were collected from a total of 367 sample respondents through a self-administered questionnaire were used and explanatory research design was applied to identify any causal links between the research variables. The study used both descriptive and inferential statistics. The data obtained from the sample population, selected using convenience sampling technique, was analysed using the 26th version of Statistical Package for the Social Science (SPSS). The analysis reveals that Country of the Origin, Brand Image, Product Features, and Price have a significant influence on the prediction of Consumers’ Buying Decision of a TV brand. Though Promotion has a positive effect on consumers’ purchase decisions, it is not, however, statistically significant. To determine whether there is a difference in purchasing decisions of a TV brand based on demographic characteristics (Gender, Age, Education Level and Monthly Income) of the respondents, T-test and One-Way ANOVA were computed. The result shows all, except Monthly Income, have no statistically significant relationship with Consumers’ Purchase Decision of a TV brand. Results from the study are expected to provide stakeholders in the industry with a variety of ideas to understand their customers which will help them to develop and implement effective marketing strategiesItem Media as A Public Forum: The Case of Amhara Mass Media Agency’s ‘YEKETEMOCH Mederek’ Program(Addis Ababa University, 2017-06) Alemenew, Zelalem; Gebru, Amanuel ( professor)This research attempted to examine how Yeketemoch Mederek program of AMMA is serving as a public forum primarily focusing on how the program is contributing to the promotion of good governance and democracy in Amhara Regional State. Yeketemoch Mederek is a radio and TV program produced based on the forum held between city administrators and the society. The forum is organized and chaired by journalists of the media. Thus, the researcher employed qualitative research method. In-depth interview was conducted with 14 purposively selected key informants while records of forums held in two randomly selected towns were reviewed. In the forum, issues related to lack of good governance and problems of infrastructure development were most commonly raised. The study revealed that the program is contributing its part to the promotion of good governance and democracy by adopting the principle of naming and shaming and serving as a bridge between the governors and the society. It also demonstrates these roles by alarming local leaders to be accountable added to creating a platform for the exercise of democracy and creation of awareness. As the findings indicate, the regional government supports the program with an enthusiasm that it could contribute to the promotion of democracy and good governance in the region. The finding also revealed that even though many positive changes were attained as a result of the forum, there are still towns of the region where no significant change was observed. The strength of the program lies in its effort of conducting mini research ahead of the discussion, making follow up stories and being able to manage the discussions properly. On the other hand, an assessment of the weaknesses of the program showed that the program focusing on comments and criticisms against the administrators by giving little emphasis on what is expected from the society. It also fails to give analysis, interpretations, and comments to the problems raised in the forums. Moreover, having no fixed time of transmission on both TV and radio is also the other weakness. The study finally suggested the program to have a fixed time of transmission. Producers of the program shall also invite experts to give analysis, interpretations, and comments to the problems raised in the forums. Media policy makers shall design a policy that compels other media organizations of Ethiopia to incorporate organizing forums as part of their principal duties.