Analyzing the Impact of Advertisement on Brand Preference of Bottled Water Companies Consumed in Addis Ababa
| dc.contributor.advisor | Mesfin, Tewodros (PhD) | |
| dc.contributor.author | Mekuria, Mahlet | |
| dc.date.accessioned | 2021-05-06T06:04:00Z | |
| dc.date.accessioned | 2023-11-04T14:09:32Z | |
| dc.date.available | 2021-05-06T06:04:00Z | |
| dc.date.available | 2023-11-04T14:09:32Z | |
| dc.date.issued | 2016-05 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26313 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Advertisement | en_US |
| dc.subject | Brand preference | en_US |
| dc.subject | Print Advertisement | en_US |
| dc.title | Analyzing the Impact of Advertisement on Brand Preference of Bottled Water Companies Consumed in Addis Ababa | en_US |
| dc.type | Thesis | en_US |