Browsing by Author "Hailu, Degif"
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Item Influence of Advertisement on Consumer Brand Preference: The Case of Automobile in Addis Ababa(Addis Ababa University, 2021-06) Hailu, Degif; Belayneh, Temesgen (PhD)The primary objective of this study was to analyze the influence of advertising on consumers’ brand preference of automobile in Addis Ababa, Ethiopia. It followed an inferential research approach and the research design was descriptive. In order to collect primary data, a structured questionnaire was prepared and given to the owners of automobile using probability sampling technique random Sampling method. Out of the distributed 399 questionnaires, 384 were valid and SPSS software was used to process the primary data. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. To measure the influence of advertising on consumers’ brand preference, the media factor, the source factor, and the message factor of advertising were considered. From the findings of this study, it was found out that the media factor, the source factor, and the message factor of advertising have positive and significant influence of up to 39.8% on the consumers’ brand preference. The result further indicated that the message factor has the highest positive and significant influence on consumers’ brand preference. This implies that automobile dealers need to give more emphasis and due attention to all the three variables since they influence consumers’ brand preference significantly, so that the company could increase its market share and stay in the market competitively