The Effect of Advertising on Consumer Buying Behavior in The Case of Dstv in Addis Ababa
| dc.contributor.advisor | Getie Andualem (PhD) | |
| dc.contributor.author | Meseret Getu | |
| dc.date.accessioned | 2025-08-02T11:06:52Z | |
| dc.date.available | 2025-08-02T11:06:52Z | |
| dc.date.issued | 2024-05 | |
| dc.description.abstract | This study looked into how advertisements affected consumers' purchasing decisions in the context of DSTV in Addis Ababa. The researcher employed an explanatory design and a quantitative research approach to quantitatively explain how advertisements affect consumers' purchasing decisions. A practical sampling technique was employed by the researcher to obtain representative samples from the populations. Data was collected from a sample of 399 customers using a structured questionnaire. Customers' purchasing habits were found to be the dependent variable and advertisements to be the independent variable. Media such as print, broadcast, online, and outdoor were regarded as sub-dimensions of advertising. Following that, descriptive and inferential statistics (correlation and regression analyses) were used to examine the data that had been collected from the respondents. The correlation study sheds light on the connections between customer purchasing behavior (CBMEAN) and the advertising components (OMMEAN, PMMEAN, BMMEAN, and IMMEAN). It suggests that these variables have positive correlations with one another. The results of the regression study offer quantitative proof that advertising in print, broadcast, outdoor, and online media has a favorable and substantial influence on customer purchasing decisions. These results aid in our comprehension of how various forms of advertising affect consumer behavior and can direct the creation of successful marketing plans. More time, a comprehensive survey, and a high degree of transparency from respondents are needed to examine the impact of advertisements on DSTV subscribers in Addis Ababa; yet, the majority of customers are not forthcoming in their responses to some questions. The researcher restricted the study to DSTV subscribers' customers in order to meet the study's goal. It is advised that the corporate management employ integrated marketing communication in light of the research's findings: Studies show that integrating different forms of advertising has a positive synergistic impact on consumer behavior. KEY WORDS: Advertisement, outdoor media, printed media, broadcast media, internet media and customer buying behavior. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5983 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Effect of Advertising on Consumer Buying Behavior in The Case of Dstv in Addis Ababa | |
| dc.type | Thesis |