Effects Of Alcoholic Beverage Advertisements On The Drinking Behavior Of The Youth: A Case Study Of Addis Ababa
| dc.contributor.advisor | Workineh, Mesfin (PhD) | |
| dc.contributor.author | Mekonnen, Senait | |
| dc.date.accessioned | 2019-11-08T08:15:21Z | |
| dc.date.accessioned | 2023-11-04T14:08:20Z | |
| dc.date.available | 2019-11-08T08:15:21Z | |
| dc.date.available | 2023-11-04T14:08:20Z | |
| dc.date.issued | 2019-06 | |
| dc.description.abstract | Measuring the effect of advertisement in the drinking behavior of the youth is very essential for alcohol manufacturing companies as they are part of the community and that they should be care for the social aspect of their marketing. Advertisement should create positive impression over the customer’s positive behavior towards the majority or all of consumers’ consumption preference; if not all resources such as money, time, and effort spent on advertisement will go in vain when it comes to social responsibility. The study aims to explore the effect of advertisement on the drinking behavior of the youth in Addis Ababa. It followed a deductive form of research approach and the research design was explanatory. Questionnaires were used to collect primary data by using a self-administered data collection system from 384 respondents, out of which 371 valid questionnaires were collected and analyzed. These respondents were selected by using a non-probability sampling technique, which is Judgment Sampling method. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. The finding revealed that there are positive and significant relationships between media exposure, message content and drinking behavior of the youth in Addis Ababa. Eventually, this study recommends appropriate actions for companies in refining their advertising strategies as a means of overcoming the intense competition that exist in the market, in the mean time caring for the community specially the youth or the new generation to not be a victim of their advertisement. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/20041 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Drinking Behavior | en_US |
| dc.subject | media Exposure | en_US |
| dc.subject | Message Content | en_US |
| dc.title | Effects Of Alcoholic Beverage Advertisements On The Drinking Behavior Of The Youth: A Case Study Of Addis Ababa | en_US |
| dc.type | Thesis | en_US |