The Impact of TV Advertising On Consumers’ Brand Preference -The Case Malt Drinks in Addis Ababa
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Date
2021-07
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A.A.U
Abstract
following research was undertaken to analyze the Impact of TV
advertisements on consumers’ brand preference: The case of Malt drink in
brands in Addis Ababa. The literature part reviewed theories and
discussed other researches related to the study variables. The study used
a descriptive approach and described quantitatively factors related to
consumer brand preference of Malt drinks.
TV Advertisement, which is the independent variable, was further sub
categorized into Celebrity endorsement, Innovative and Appealing to
Emotion. Brand Preference was identified as the dependent variable.
Primary data was collected from consumers using questionnaires and
secondary data was collected from different sources. A total of 384
questionnaires were distributed of which 287 were properly filled and
returned for further analysis. All the questionnaires were analyzed using
SPSS-V26.
The correlation coefficient indicated that all the independent variables are
correlated positively with the dependent variables. Regression analysis
was also applied and the results indicated that all the independent
variables are significant. Based on the findings, a mathematical model of
regression had been put forward and it is recommended that the variables
should be incorporated in TV advertisement campaigns to get effective
response and break through the noise. Hence this research adds a new
dimension to the advertisement industry as well as to the literature of
Malt drink. The study also listed areas that weren't addressed by the
researcher and recommended it for further study.
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Keywords
TV Advertisement, Brand Preference