Marketing Management

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Browsing Marketing Management by Subject "Advertisement"

Now showing 1 - 7 of 7
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    Analyzing the Impact of Advertisement on Brand Preference of Bottled Water Companies Consumed in Addis Ababa
    (Addis Ababa University, 2016-05) Mekuria, Mahlet; Mesfin, Tewodros (PhD)
    This study explores the impact of advertisement (print, broadcast and outdoor advertisements) towards customer brand preference in the bottled water industry. Data was collected from customers who regularly or occasionally use bottled water products. A sample of 384 respondents was selected using multi-stage sampling method. The researcher selected participants of the study from four sub-cities of Addis Ababa as a cluster unit with heterogeneous population. The data were collected through self administered questionnaire which resulted in 318 valid responses. Data analysis was done using descriptive analysis, correlation, regression and one-way ANOVA using SPSS 22.0. The Pearson correlation coefficient used in the study signifies that all independent variables (component of advertisements) and the dependent variable have positive relationships with one another. The result from regression analysis concludes that out of the three advertisement media, outdoor and broadcast have a significant impact on brand preference, while, print advertisement on newspaper and magazines has no significant effect on brand preference of consumers. It was also concluded that overall advertisement had a significant impact on brand preference. The Finding of the study also shows that consumers of bottled water products who belong to different income groups and different age groups perceive advertisement activities in the same manner. None the less, advertisement is perceived differently among different respondents who have attained different educational levels
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    Effect of Advertisement on Consumers’ Attitude: The Case of Habesha Beer
    (Addis Ababa University, 2018-10-15) Zewdie, Saron; Kebede, Hailemariam (PhD)
    Advertising in both traditional media and the Internet is important for profitability of an organization. In light of this, the present study measures the effect of advertisement on customers’ attitude toward Habesha beer. It also tries to get feedback on consumers’ perception on advertisement and measure to what extent advertisement is important for the growth of beer factories. The following factors contribute to consumers’ perceptions of advertisements: entertainment, source of information, credibility of source factor media used for advertisement, & consideration of norms. Quantitative research approach was followed and the research design was descriptive.Questionnaires were used to collect primary data by using a self-administered data collection system from 385 respondents, out of which 345 valid questionnaires were collected and analyzed. These respondents were selected by using a non-probability sampling technique, which is Judgment Sampling method.By understanding impact of advertisement on consumers’ attitude, designers and marketers can better strategize their advertising designs. A better understanding of interactivity can also help to improve the effectiveness of interactive media. Recommendation is suggested on factors that contribute to advanced advertisement after analysis made from feedback of respondents
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    Effect of Advertising on Consumer Purchase Intention: The Case of Ada food complex s.co
    (2018-06-13) Fekadu, Chala; Beyene, Temesgen (PhD)
    The main aim of this research was to examine the effect of Advertisement on purchase intention the case of Ada food complex s.co. The study used Explanatory and quantitative technique in which 384 respondents from Bishoftu town were included. These respondents were selected by convenience sampling this also used in order to select the target customers of the company. The data were collected through self-administered questionnaire which resulted in 370 valid responses. The data collected from the questionnaire were analyzed using Statistical tools such as descriptive statistics, correlation, multiple regression and ANOVA using SPSS 20. The Pearson correlation coefficient used in the study signifies that all independent variables (attitude towards advertising(general), attitude towards TV advertising,attitude towards radio advertising, advertising Language, Message content of Ad, repetition of ad and celebrity endorsement) and the dependent variable(purchase intention) have a positive relationship with another. In addition to correlation analysis the result of regression the study shows that all variables have positive significant effect on purchase intention except advertising language. The score of the coefficient correlation determination R2 is 0.645, which implies that there is quite significant explanatory power and also 64.5% variation on dependent variable is caused by independent variables The highest effect on consumer purchasing intention refers to repetition of advertising.The Beta weight score indicated that the effect of Repetition of advertising is greater than that of other Advertising variablesThe finding of the study also shows most of consumers prefer Television from the medias being used by the company. The company recommended to give due attention to the variables to attract more consumer purchase intention
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    The Effect Of Advertising On Consumers’ Purchase Intention The Case Of Soap And Detergent Ads In Ethiopia
    (Addis Ababa University, 2019-03) Haile, Lulit; G/Medhin, Mulugeta (PhD)
    This research was undertaken to investigate the effect of advertisement on consumers purchase intention of soap and detergents. The literatures reviewed discussed theories, types and other researches related to the study variables. Consumer behavior had also been covered briefly. The research used descriptive approach and described quantitatively factors related to consumer purchase intention of soap and detergents. As a main focus, the effect of advertisement characters on consumers purchase intention had been studied. Advertisement which is the independent variable was further sub categorized into understandably, memorability, credibility and originality. Purchase intention was identified as the dependent variable. Primary data was collected from consumers using a five point like hart scale questionnaire and secondary data was collected from different sources. A total of 384 questioners were distributed of which 330 were properly filled and returned for further analysis. All the 330 questioners were analyzed using SPSS. The Pearson correlation coefficient indicated that all the independent variables are correlated positively with the dependent variables. Originality, understandability and memorability were found to be strongly correlated while credibility is moderately correlated. Regression analysis was also applied and the results indicated that all the aforementioned variables are significant. Among the independent variables originality owned a highest beta score followed by credibility, understandability and memorability. Based on the findings, a mathematical model of regression had been put forward and it is recommended that the variables should be incorporated in advertisement campaign to design an effective advertisement. Hence this research adds a new dimension to advertisement industry as well as to the literatures of soap and detergent marketing
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    The Effect of Television Advertisement on Consumer Buying Decision: The Case of Eve Sanitary Napkin in Ethiopia
    (Addis Ababa University, 2020-07) Birhanu, Addisalem; G/Medhin, Mulugeta (PhD0
    Advertisement plays vital role in attracting and retaining potential buyers. Consumers attracted and convinced through advertisement tend to make purchase decision. The study aimed to conduct effect of Television Advertisement on consumers’ Buying Decision the Case of Eve Sanitary Napkin. The research was carried out through quantitative Method.384 close ended questionnaires distributed to Eve Sanitary Napkin’s consumers, using purposive sampling method and 337 valid questionnaires collected and analyzed. An array of descriptive and inferential statistics used to analyze collected information using SPSS version 24. The finding revealed that, advertising messages and media used for advertisement has positive and strong relationship with purchase decision. And there is positive and medium relationship between celebrity endorsement and consumer buying decision of Eve Sanitary Napkin. The result also indicates 39.2% of purchase decision of Eve Sanitary Napkin is caused by advertising message, advertising media and celebrity endorsement.The study concluded that, message and media used for advertisement has strong influence on purchase decision, while celebrity endorsement match was not statically significant to purchase decision of Eve Sanitary Napkin. Finally, the company recommended to deliver tailored advertisement focusing on message informs the benefits, quality, and comfort of the product. Moreover, the company should deliver real and full information of the product
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    Factors Affecting Consumer Brand Preferences: The Case of Cultural Food (Baltena) Producers
    (Addis Ababa University, 2021-09) Alemu, Frehiwot; Andualem, Getie (PhD)
    Every consumer has his/her own brand preference for products and apply it while making a purchase. The objective of this study was to examine the factors that affect customers brand preference for cultural food producers’ brand. The independent variables included in this study are advertisement, packaging, price, availability and quality; whereas brand preference is the dependent variable. The population of the study were all customers who purchases cultural food products from supermarkets and shops in Addis Ababa. The total sample size was 384. A total of 200 sample responses were collected from 384 sample size. The respondents were selected based on convenience sampling technique. The research design was explanatory and descriptive while the research approach used was Quantitative method. The effect of independent variables (advertisement, packaging, price, availability and quality) on customers brand preference were analysed using correlation and multiple regressions. The findings of the study showed that advertisement, price and availability have a siginfanct and positive impact on brand preference of cultural products while packaging and quality were found insignificant. The study recommends cultural product producers ((baltena) to focus on adverstiment, price and availability of their product in order to be preferred by consumers
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    Influence of advertisement on consumer purchase intention: The Case of Addis Ababa Beer Market
    (Addis Ababa University, 2017-08-23) Beneberu, Netsanet; Belayneh, Temesgen (PhD)
    Various literatures were used to discussed the concept of consumer purchase intention and to identify variables influencing purchase intention; message appeal ,advertisement source factor and advertisement media are found to be the major predictor of purchase intention for this research . The principal objective of this study was to investigate the influence of advertisement on consumer purchase intention in the case of Addis Ababa beer market. In particular to identify the major variables which affect consumer purchase intention , To determine if the influence differ as the profile of the consumer differ and to identify the variable which poses the strongest impact on consumers purchase intention .So as to address those objective data were collected from consumers of beer who consume beer in hotels, restaurants and groceries from lideta , Kirkos and lifasilk lafto subcities using multistage cluster sampling , for the data collection a structured questionnaire were used. For the data analysis both descriptive and inferential statistics were used using SPSS Version 20. The finding of the study revealed Habesha beer advertisement is chosen as the most influential followed by St. George and Wallia beer advertisement .Among the advertisement factors identified to predict the dependent variable message appeal is found to be the most predictor of the purchase intention followed by the advertisement media, advertisement source factor(endorser) is insignificant predictor of purchase intention and the influence of advertisement among and between differing demographic groups is insignificant.