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

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