The Influence of Banning Beer Advertisement on Consumer Behavior in the Case of Habesha Breweries S.C.
| dc.contributor.advisor | G/Tsadik, Zelalem (Dr) | |
| dc.contributor.author | Habtamu, Hanna | |
| dc.date.accessioned | 2022-01-30T08:14:52Z | |
| dc.date.accessioned | 2023-11-19T09:08:00Z | |
| dc.date.available | 2022-01-30T08:14:52Z | |
| dc.date.available | 2023-11-19T09:08:00Z | |
| dc.date.issued | 2021-09 | |
| dc.description.abstract | This study looks at how Habesha Brewery manages the competitive and dynamic market to impact consumer behavior. In addition, the study attempted to fill a knowledge gap on the impact of advertising bans on consumer behavior. The study's overall goal is to determine the impact of an alcohol advertising prohibition on beer consumers' behavior in Addis Ababa. The scope of the study is limited to one specific company, i.e., Habesha breweries S.C. Not only that but it analyzes and compares consumption data from that previous year of which the proclamation was not implemented to the status after the banning. Based on the type of data it employs, the research followed a mixed approach. The study used a convenient sampling technique to select respondents and used primary data as data source. Descriptive statistics, Correlation and linear Regression are used to analyze the data due to the quantitative nature of the study. Alcohol advertising appeals to young people by satire, dance, stunning tones, and songs, which would generally promote the connection between drinking and socialization and being accepted by peers, all of which are major concerns for young people. The study's findings show that prohibiting alcohol ads in the media has had both positive and harmful consequences. As a result of the implementation of the law prohibiting alcohol advertisements, there has been changes to youth exposure to alcohol, which may have led to a decrease in alcohol use and alcohol related crimes. Despite all the advantages on social well-being, the law prohibiting alcohol ads on television and radio has had a significant negative influence on the broadcast and advertising industries' market environments. As a result, the media and advertisement industry should evaluate their market operational climate to recognize and capitalize on future partnerships in other industries, as well as diversify their customer base. The state should also devise policies for sustaining the growth of these two industries without jeopardizing its citizens' well-being. Key Words – Advertisement, Consumer Behavior and Banning Advertisement. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/12345678/29793 | |
| dc.language.iso | en | en_US |
| dc.publisher | A.A.U | en_US |
| dc.subject | Advertisement | en_US |
| dc.subject | Consumer Behavior and Banning Advertisement | en_US |
| dc.title | The Influence of Banning Beer Advertisement on Consumer Behavior in the Case of Habesha Breweries S.C. | en_US |
| dc.type | Thesis | en_US |