Analyzing the Impact of Advertisement on Brand Preference of Bottled Water Companies Consumed in Addis Ababa
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Date
2016-05
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Addis Ababa University
Abstract
This study explores the impact of advertisement (print, broadcast and outdoor
advertisements) towards customer brand preference in the bottled water industry. Data was
collected from customers who regularly or occasionally use bottled water products. A sample
of 384 respondents was selected using multi-stage sampling method. The researcher selected
participants of the study from four sub-cities of Addis Ababa as a cluster unit with
heterogeneous population. The data were collected through self administered questionnaire
which resulted in 318 valid responses. Data analysis was done using descriptive analysis,
correlation, regression and one-way ANOVA using SPSS 22.0. The Pearson correlation
coefficient used in the study signifies that all independent variables (component of
advertisements) and the dependent variable have positive relationships with one another. The
result from regression analysis concludes that out of the three advertisement media, outdoor
and broadcast have a significant impact on brand preference, while, print advertisement on
newspaper and magazines has no significant effect on brand preference of consumers. It was
also concluded that overall advertisement had a significant impact on brand preference. The
Finding of the study also shows that consumers of bottled water products who belong to
different income groups and different age groups perceive advertisement activities in the
same manner. None the less, advertisement is perceived differently among different
respondents who have attained different educational levels
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Keywords
Advertisement, Brand preference, Print Advertisement