Browsing by Author "Million Workneh"

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    The Effect of Traditional Media Advertising on Consumers Buying Behavior: The Case of Bank of Abyssinia S.C.
    (Addis Ababa University, 2024-10) Million Workneh; Belaynesh Tefera (PhD)
    This study examined the effects of media advertising on consumer buying behavior in the case of the Bank of Abyssinia. The main objectives of the study were to investigate the state of existing media advertising in the Bank of Abyssinia, analyze the relationship between media advertising and consumer buying behavior, and examine the effects of media advertising on consumer buying behavior. The study used an explanatory research design and quantitative research approaches. The target population of the study was customers of Bank of Abyssinia in East Addis Ababa district. As such, the quota random sampling technique was used to select appropriate respondents from the target population. The primary data were gathered through a structured questionnaire and analyzed through descriptive, regression, and correlational statistics. The findings show that Bank of Abyssinia used media advertising like video, audio, and printing. However, the extent of implementation varied due to the performance of the bank. Moreover, the results show that video and audio advertising from the bank had the highest attribution that influenced consumer buying behaviors. The study also found a strong correlation between video, audio, and printing media advertising and consumer buying behavior. Furthermore, all media advertising dimensions had a jointly significant and strong combined effect on consumer buying behaviors (R squared = 0.950). Moreover, individually, video and audio, advertisements had a positively significant effect on consumer buying behavior. Therefore, the researcher recommended that, based on the findings, to reach a large number of target consumers and retain the existing ones, BOA needs to design its advertising extensively using video and audio channels. Key words: advertising, media advertising, consumers’ buying behavior