The Effect of Media Advertising on Consumers’ Buying Behavior in the Banking Service (The Case of Oromia International Bank S.C.)

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Addis Ababa University


In today’s globalized world, financial institutions are in a tough competition which requires effective promotional tools to increase awareness and persuasion of customers, where media advertising is among the important communications medium that has powerful effect on consumers’ behavior. The OIB doesn’t know how is its media ads influence its customers’ buying behavior. The objectives of this study were to analyze the effect of media advertising on consumers’ buying behavior in the banking service: the case of Oromia International Bank S.C. (OIB), and to examine the factors that motivate consumers to respond to media advertising. The sample populations of the study were the five branches of Oromia International Bank in Addis Ababa City Administration randomly selected by using simple random sampling. Quantitative research approach and probability sampling method (simple random sampling) had been adopted in selecting a sample size of 384 by applying published tables. Data were collected using structured questionnaire and analyzed using SPSS 16 and descriptive research design was used. The results of the study revealed that media ads were the most important sources of information; and the types of media ads (broadcast & print media ads) and the objectives of media ad messages have significant effect on consumers’ buying behavior. The findings showed that TV has the most powerful influence on consumers’ buying behavior due to the combinations of audio-visual presentations. The informative ads, perception about the bank, the color of the logo and the brand name were the imperative factors that motivated consumers to respond to OIB’s media ads. Most of the respondents were searching for alternative banks rather than OIB due to its narrower geographical coverage and the presence of computing alternative banks.



Advertising, Media advertising, Consumers’ buying behavior