The Effect of Advertising on Canal + Buying Behavior of Consumers in Addis Ababa, Ethiopia
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Date
2024-09
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AddisAbeba Universty
Abstract
This study examines the effect of various types of media advertising on the consumer buying behavior of Canal+ products in Addis Ababa, Ethiopia. The primary focus is on four types of media advertising: outdoor, print, broadcast, and internet. Utilizing a multiple regression analysis approach, the research investigates how these advertising strategies influence consumer behavior. Data were collected through structured questionnaires distributed to Canal+ consumers, achieving a high response rate from 384 participants, with all questionnaires returned and deemed usable. The findings reveal that all four types of media advertising significantly and positively impact consumer buying behavior, with outdoor media advertising showing the highest influence, followed by broadcast, print, and internet media advertising. The regression analysis indicates that 93% of the variance in consumer buying behavior can be explained by these advertising strategies, confirming their substantial impact. Diagnostic tests, including linearity, independence, homoscedasticity, and normality tests, were conducted to ensure the robustness of the regression model. The results validate the model's assumptions, demonstrating that the relationships between the independent and dependent variables are appropriately modeled by a linear regression. The study concludes that a diversified media advertising strategy is crucial for effectively influencing consumer behavior. Canal+ should prioritize outdoor and broadcast media advertising while maintaining investments in print and internet media to maximize their marketing impact. Recommendations for future research include exploring the impact of emerging digital advertising platforms and the long-term effects of sustained advertising campaigns. This research provides valuable insights for marketers and business leaders on optimizing advertising investments to enhance consumer engagement and drive sales, contributing to the broader understanding of media advertising's role in consumer behavior.
Keywords: Media Advertising, Consumer Buying Behavior, Outdoor Advertising, Print Advertising, Broadcast Advertising, Internet Advertising