The Effect of Media Advertising on Consumer Buying Behavior in Addis International Bank S.C.
| dc.contributor.advisor | Temesgen Belayneh (PhD) | |
| dc.contributor.author | Eyerusalem Kibret | |
| dc.date.accessioned | 2024-01-29T11:13:57Z | |
| dc.date.available | 2024-01-29T11:13:57Z | |
| dc.date.issued | 2023-06 | |
| dc.description.abstract | Advertising is any sort of paid promotion of concepts, products, or services by an acknowledged sponsor that is not personal. The majority of business organizations think that an advertisement has a direct impact on sales volume; hence they measure the success of an advertising campaign by whether or not sales volume has increased. This research is undertaken to investigate the effect of media advertising on consumer behavior. The study used questionnaires to gather quantitative data from primary sources and descriptive designs. Customers from Addis international bank S.C. are the study's target audiences. The sample size for this research was 384 people. The researcher first used simple random sampling approach to select branches located in Addis Ababa. Then after used convenient sampling technique to select respondents from each branch. Descriptive and explanatory methods were used to analyze the data after they were obtained the regression analysis was calculated using the SPSS version 26 methods, and the correlation analysis was calculated using the Pearson correlation method. From the results, it can be inferred that media advertisements and consumer purchasing behavior are positively correlated. The message factor of the advertising is ranked top in terms of its level of correlation when compared to other relationship dimensions taken into account in this study. The channel factor of the advertisement is placed second in terms of the strength of the connection, and the source factor follows on the third rank. The average score for the combined mean value of all variables is 3.909, indicating a high level of agreement. In the multiple regression analysis results, all the predictor variables accounted for 33.1% variation in customer buying behavior and all have a significant effect on customer buying behavior As a result of the findings, the study recommends that the company's marketing department develop a better message factor of advertising that can help the business establish potential and prospective clients. The Bank should also choose suitable spokesperson to effectively communicate the enticing message and select the appealing media with the strongest level of public acceptability | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1523 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Message Factor | |
| dc.title | The Effect of Media Advertising on Consumer Buying Behavior in Addis International Bank S.C. | |
| dc.type | Thesis |