Effect of Advertisement on Consumers’ Attitude: The Case of Habesha Beer
| dc.contributor.advisor | Kebede, Hailemariam (PhD) | |
| dc.contributor.author | Zewdie, Saron | |
| dc.date.accessioned | 2019-04-03T07:38:00Z | |
| dc.date.accessioned | 2023-11-04T14:07:49Z | |
| dc.date.available | 2019-04-03T07:38:00Z | |
| dc.date.available | 2023-11-04T14:07:49Z | |
| dc.date.issued | 2018-10-15 | |
| dc.description.abstract | Advertising in both traditional media and the Internet is important for profitability of an organization. In light of this, the present study measures the effect of advertisement on customers’ attitude toward Habesha beer. It also tries to get feedback on consumers’ perception on advertisement and measure to what extent advertisement is important for the growth of beer factories. The following factors contribute to consumers’ perceptions of advertisements: entertainment, source of information, credibility of source factor media used for advertisement, & consideration of norms. Quantitative research approach was followed and the research design was descriptive.Questionnaires were used to collect primary data by using a self-administered data collection system from 385 respondents, out of which 345 valid questionnaires were collected and analyzed. These respondents were selected by using a non-probability sampling technique, which is Judgment Sampling method.By understanding impact of advertisement on consumers’ attitude, designers and marketers can better strategize their advertising designs. A better understanding of interactivity can also help to improve the effectiveness of interactive media. Recommendation is suggested on factors that contribute to advanced advertisement after analysis made from feedback of respondents | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17482 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Advertisement | en_US |
| dc.subject | Customers’ attitude | en_US |
| dc.subject | Source credibility | en_US |
| dc.title | Effect of Advertisement on Consumers’ Attitude: The Case of Habesha Beer | en_US |
| dc.type | Thesis | en_US |