The Effect of Advertising on Consumer Purchase Decision: The Case of Unique Natural Mineral Water
| dc.contributor.advisor | Andualem, Dr Getie | |
| dc.contributor.author | Mohammed, Fewzy | |
| dc.date.accessioned | 2021-07-14T17:03:20Z | |
| dc.date.accessioned | 2023-11-04T09:03:52Z | |
| dc.date.available | 2021-07-14T17:03:20Z | |
| dc.date.available | 2023-11-04T09:03:52Z | |
| dc.date.issued | 2021-12 | |
| dc.description.abstract | Advertising is a multi-billion industry affecting numerous people’s lives worldwide. Especially in the present very tight competition that is present between bottled water companies in Ethiopia, companies need to be aware of the high significance that advertising plays in differentiating them amongst their competitors. This study aims to investigate the effect of advertisement on consumers ' purchase decision who populate in selected four sub cities of Addis Ababa City, Ethiopia. Namely, kolfe, addis-ketema, Kirkos and lideta Sub cities in the case of Unique Natural Mineral Water. It applied a causal or explanatory research design as it attempts to unlock the cause and effect relationship. The survey questionnaire was prepared and administered. Using the non-probability sampling technique, the study has selected 384 samples for the study. Hence, a total of 384 questionnaires were distributed. Out of the 384 questionnaires, 380 were returned to the researcher. SPSS version 24 was used for the analysis of the collected data. It is found that all the four dimensions understandability, originality, credibility, and memorability dimensions have a significant effect on purchasing decisions, while understandability having the highest significant effect on the purchase decision of consumers followed by originality, credibility, and memorability. Unique water is recommended to employ a special focus on the understandability of the advertisements. Lastly, the researcher also recommends conducting the same research with more precise measurements to prove or disprove the results of the study. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/27192 | |
| dc.language.iso | en | en_US |
| dc.publisher | A.A.U | en_US |
| dc.subject | Understandability, Memorability, credibility, originality | en_US |
| dc.title | The Effect of Advertising on Consumer Purchase Decision: The Case of Unique Natural Mineral Water | en_US |
| dc.type | Thesis | en_US |