Browsing by Author "Dagne, Maneyazewal"

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    The Role Of Beer Advertising On Purchase Intention In The Case Of Ledeta Kolfe Keranyo Sub City In Addis Ababa
    (Addis Ababa University, 2018-05-19) Dagne, Maneyazewal; Belayneh, Temesgen (PhD)
    This research paper studies the role of beer advertising on purchase intention; In the case of ledeta and kolfe keranyo sub city in Addis Ababa. In this research the researcher used quantitative approaches, to collect primary data through questionnaire. The study uses survey research to collect the questionnaire and convincing the beer consumer. The study was limited to the beer’s consumers in two Addis Ababa sub city (Kole keranyo and Ledeta) and the sample consumers were selected based on purposive sampling technique. Thus, out of the total of sample size of 384, 68% which is 262 consumers or responds were from Kolfe Keraniyo sub city and the other 32% which is 123 respondents were from Lideta Sub City. According to the research findings, the beer advertising message and the media factors have significant role on consumer purchase intention. Further, the role of advertising on consumer purchase intention, majority of the respondent agreed on likeability of media, plan to use in the near future. Message gives Knowledge and the source is attractive and creates awareness while the source roles is insignificant in the study. The research findings also reveal that there is a positive and strong relationship between the two variables. However, the relationship between media factor stronger than the Message factor. Based on the research findings, the researcher suggests that due attention should be given on the convincing and believability of messages and measuring advertising efforts against the advertising objectives is important not only to evaluate the effectiveness but also to design the appropriate advertising strategy that meets the desired changes of consumer purchase intention.