The Effect of Advertising on Customer Brand Choice: The Case of Senq Malt
| dc.contributor.advisor | Saleamlak Molla (PhD) | |
| dc.contributor.author | Kaleab Amsalu | |
| dc.date.accessioned | 2024-03-07T11:57:22Z | |
| dc.date.available | 2024-03-07T11:57:22Z | |
| dc.date.issued | 2022-06 | |
| dc.description.abstract | It is essential for every marketer to assess the impact that different kinds of advertising have on the preferences of their target audience. Advertisements such as banners and social media marketing (SMM) are a waste of time and money if they are unable to persuade customers to favor the advertiser's brand and urge them to choose the advertiser's product over the alternatives available in the market. The purpose of this research is to investigate the ways in which commercials influence the brand preferences of consumers of malt beverages. Advertising in the media is one of the most powerful tools that businesses can use to sway customer preference in their favor when it comes to their brand. This study's objective, on the part of BGI Ethiopia, is to investigate the influence of advertising in the media on the brand preferences of consumers (Senq Malt). Participants in the research were residents of Addis Ababa who drank malt on a daily basis. Quantitative research methods and non-probability convenience sampling were used in the selection process to arrive at the final sample size of 384. For the purpose of data collection, a structured questionnaire was applied; this information was then analyzed using SPSS 20 in accordance with a descriptive research technique. According to the results of the study, consumers' brand preferences for malt beverages are influenced by various forms of media advertising. BGI Ethiopia (Senq Malt) should devote more attention to extending their media advertising practice, particularly to the activities and ways through which product attributes are transmitted. This is because the results of the study demonstrate a lack in some of the contributors of uniqueness. According to the recommendation that the researcher made to BGI Ethiopia, media advertisements might have a strategic influence if they are planned or incorporated into a business plan for all stakeholders, coordinated with other marketing tools, and connected with the strategy of the company. This was the conclusion reached by the researcher (Senq Malt). Keywords: Advertisement, media marketing and Brand preference | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/2220 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Effect of Advertising on Customer Brand Choice: The Case of Senq Malt | |
| dc.type | Thesis |