The Effect Of Advertising On Passenger Airline Preference: The Case Of Ethiopian Airlines
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Date
2018-06-21
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Addis Ababa University
Abstract
Advertising is a form of communication intended to convince an audience (viewers,
readers or listeners) to purchase or take some action upon products, information, or
services etc. This paper investigates the relationship between independent variables which
are media factor, message factor, and source factor with dependent variable, airline
passenger preference, by tapping the responses of 390 respondents from Ethiopian Airlines
international passengers. To achieve the objectives of this study descriptive survey and
explanatory research design was used. Data was collected through questionnaire from a
sample of 390 passengers that were selected using convenient sampling method for the
identification of respondents. The data collected from the questionnaire were analyzed
using statistical tools such as mean, standard deviation, correlation, and multiple
regression analysis. The results of this study indicate that, advertising dimensions such as
(media factor, message factor and source factor) have positive and significant relationship
with airline passenger’s preference. The finding of the study indicates also that passengers
were most satisfied with the advertising dimension. The results also indicate that, the three
advertising dimensions (media factor, message factor, and source factor) have positive and
significant effect on airline passenger’s preference. Furthermore, the aforementioned
advertising dimensions significantly contribute 56.9% to prefer Ethiopian Airlines rather
than other Airlines. Based on the findings of the study, the researcher forwards sound
recommendations. Finally, Ethiopian airline has to reassess its advertising as much as
possible SMARTER objectives
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Keywords
Media factor, Message factor, Source factor