The Effect of Advertising on Consumer Buying Behavior: The case of Nifas Silk Paints Factory
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Date
2018-06-21
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Addis Ababa University
Abstract
This study was undertaken to investigate the effect of advertisement on consumers buying
behavior in case of Nifas Silk Paints Factory. The literature provided discusses the concept of
advertisement and consumers buying behavior. The researcher used Descriptive and explanatory
research approach which describes and explains quantitatively the effect of advertisement on
consumers buying behavior. Information was gathered from a sample of 384 consumers.
Advertisement was identified as the independent variable and consumers buying behavior as the
dependent variable. Impressive, understandable, attention grabbing, memorable, creative and
honest advertisements were considered as sub-variables of advertisement. Data obtained from
the respondents was then analyzed. Two-tailed correlation analysis showed that there is a strong
and positive relationship between impressive, understandable, attention grabbing, memorable,
creative & honest advertisement and consumers buying behavior. The correlation analysis also
indicates a moderate and positive relationship between impressive, memorable & creative
advertisements and consumers buying behavior. Multiple regressions were also applied. The
results were according to the expectation after theory examination, but attention grabbing
advertisement has insignificant contribution on consumers buying behavior. On the other hand
simple to understand advertisement contributes the largest effect towards influencing consumers
buying behavior. Based on the result of this research it is recommended that effective
advertisement campaign which includes the aforementioned predictors should be practiced to
attract more consumers and to gain competitive advantage against rivals. This research
therefore adds a new dimension to the body of literature that will help researchers’ efforts to
understand the effect of advertisement on consumers buying behavior
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Keywords
Advertising, Consumer, Consumer Behavior