The Effect of Advertising on Consumers’ Buying Preference: The Case of GM Furniture in Addis Ababa

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Addis Ababa University


Measuring the effect of advertisement in consumers buying preference is very essential for every marketer. If Advertisement does not create any positive change in consumers’ buying preference, all resources like money, time, and energy spent on advertisement will enter vain. The primary objective of this study was to analyze the effects of advertising on consumers’ buying preference of GM furniture in Addis Ababa, Ethiopia. A quantitative approach was used in this research. In order to collect primary data, a structured questionnaire was prepared and given to the customers of GM furniture using a convenience sampling technique. Out of the distributed 385 questionnaires, 334 were valid and SPSS software was used to process the primary data. To measure the effect of advertising on consumers’ buying preference, the source factor, the message factor and therefore the channel factor of advertising were considered. From the findings of this study, it had been acknowledged that the source factor, the message factor and therefore the channel factor of advertising have positive and significant effects of up to 62.9% on the consumers’ buying preference. The result further indicated that the channel factor has the very best positive and significant effect on consumers’ buying preference. This implies that marketing managers got to give more emphasis and due attention to all or any the three variables since they influence consumers’ buying preference significantly, in order that the corporate could increase its market share and stay in the market competitively



Source factor, Message factor, Channel factor