The Effect of Advertising on Consumer Buying Behavior: The case of Nifas Silk Paints Factory
| dc.contributor.advisor | Workineh, Mesfin (PhD) | |
| dc.contributor.author | Meshesha, Asnake | |
| dc.date.accessioned | 2019-03-25T07:26:31Z | |
| dc.date.accessioned | 2023-11-04T14:07:39Z | |
| dc.date.available | 2019-03-25T07:26:31Z | |
| dc.date.available | 2023-11-04T14:07:39Z | |
| dc.date.issued | 2018-06-21 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17168 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Advertising | en_US |
| dc.subject | Consumer | en_US |
| dc.subject | Consumer Behavior | en_US |
| dc.title | The Effect of Advertising on Consumer Buying Behavior: The case of Nifas Silk Paints Factory | en_US |
| dc.type | Thesis | en_US |