Influence of advertisement on consumer purchase intention: The Case of Addis Ababa Beer Market

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dc.contributor.advisorBelayneh, Temesgen (PhD)
dc.contributor.authorBeneberu, Netsanet
dc.date.accessioned2018-10-22T07:39:57Z
dc.date.accessioned2023-11-04T14:11:28Z
dc.date.available2018-10-22T07:39:57Z
dc.date.available2023-11-04T14:11:28Z
dc.date.issued2017-08-23
dc.description.abstractVarious literatures were used to discussed the concept of consumer purchase intention and to identify variables influencing purchase intention; message appeal ,advertisement source factor and advertisement media are found to be the major predictor of purchase intention for this research . The principal objective of this study was to investigate the influence of advertisement on consumer purchase intention in the case of Addis Ababa beer market. In particular to identify the major variables which affect consumer purchase intention , To determine if the influence differ as the profile of the consumer differ and to identify the variable which poses the strongest impact on consumers purchase intention .So as to address those objective data were collected from consumers of beer who consume beer in hotels, restaurants and groceries from lideta , Kirkos and lifasilk lafto subcities using multistage cluster sampling , for the data collection a structured questionnaire were used. For the data analysis both descriptive and inferential statistics were used using SPSS Version 20. The finding of the study revealed Habesha beer advertisement is chosen as the most influential followed by St. George and Wallia beer advertisement .Among the advertisement factors identified to predict the dependent variable message appeal is found to be the most predictor of the purchase intention followed by the advertisement media, advertisement source factor(endorser) is insignificant predictor of purchase intention and the influence of advertisement among and between differing demographic groups is insignificant.en_US
dc.identifier.urihttp://etd.aau.edu.et/handle/123456789/13037
dc.language.isoen_USen_US
dc.publisherAddis Ababa Universityen_US
dc.subjectAdvertisementen_US
dc.subjectconsumer purchase intentionen_US
dc.subjectmessage appealen_US
dc.titleInfluence of advertisement on consumer purchase intention: The Case of Addis Ababa Beer Marketen_US
dc.typeThesisen_US

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