The Role Of Beer Advertising On Purchase Intention In The Case Of Ledeta Kolfe Keranyo Sub City In Addis Ababa
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Date
2018-05-19
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Addis Ababa University
Abstract
This research paper studies the role of beer advertising on purchase intention; In the case of
ledeta and kolfe keranyo sub city in Addis Ababa. In this research the researcher used
quantitative approaches, to collect primary data through questionnaire. The study uses survey
research to collect the questionnaire and convincing the beer consumer. The study was limited to
the beer’s consumers in two Addis Ababa sub city (Kole keranyo and Ledeta) and the sample
consumers were selected based on purposive sampling technique. Thus, out of the total of sample
size of 384, 68% which is 262 consumers or responds were from Kolfe Keraniyo sub city and the
other 32% which is 123 respondents were from Lideta Sub City. According to the research
findings, the beer advertising message and the media factors have significant role on consumer
purchase intention. Further, the role of advertising on consumer purchase intention, majority of
the respondent agreed on likeability of media, plan to use in the near future. Message gives
Knowledge and the source is attractive and creates awareness while the source roles is
insignificant in the study. The research findings also reveal that there is a positive and strong
relationship between the two variables. However, the relationship between media factor stronger
than the Message factor. Based on the research findings, the researcher suggests that due
attention should be given on the convincing and believability of messages and measuring
advertising efforts against the advertising objectives is important not only to evaluate the
effectiveness but also to design the appropriate advertising strategy that meets the desired
changes of consumer purchase intention.
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Keywords
Source Factors, Message Factors, Media Factors