Browsing by Author "Jiru, Getachew"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Effect of Advertising on Customers Purchase Intention of Soft Drink: A Case of Gift Bottled Water Damot Industrial and Commercial Plc, Addis Ababa, Ethiopia
    (Addis Ababa University, 2021-08) Jiru, Getachew; Belayneh, Temesgen (PhD)
    The general objective of this study was to assess the effects of advertising on customers purchase intention of soft drink a case of Gift bottled Water Company in Addis Ababa, Ethiopia. Advertising is a form of communication that attempts to influence the behavior of a defined target audience. In communication process, there are different tactics that use for advertising like advertising source, advertising media, advertising message, and advertising appeals, etc. This study was focused on how these advertising tactics (source, media, message, and appeal) effect on the consumer purchasing intention in the Gift bottled water market of Addis Ababa. The research design adopted was Explanatory research types. A quantitative method was used in this research. The target population and the interest of this study were focused on the customers or consumers of soft drink (Gift Bottled Water) company in Addis Ababa City. Out of the distributed 384 questionnaires, 340 were regarded as valid for sample size. To analyze data, inferential (statistical), SPSS26V software was used to process the primary data. In order to collect primary data, a close ended structured survey questionnaire was prepared and distributed to the customers of Gift bottled water using non probability convenience sampling technique. The study was found that 78.8% of consumers were affected by bottled water advertisements, and 75.6 % of total respondents were advised to buy bottled water by advertisements. In order to measure the effect of advertising on consumers’ purchase intention, the source factor, the message factor, the appeal factor and the channel factor of advertising were considered. From the findings of this study, it was found out that the source factor, the message factor, appeal factor and channel of advertising have positive and significant effects of up to 70.6% on the consumers’ purchase intention followed by advertising message. The result further indicated that the advertising appeal factor has the highest positive and significant effect on consumers’ purchase intention. This implies that marketing managers of the company need to give more focus and due attention to all the four variables since they influence consumers’ purchase intention significantly.