The Effect Of Advertising On Passenger Airline Preference: The Case Of Ethiopian Airlines
| dc.contributor.advisor | G/Medhin, Mulugeta (PhD) | |
| dc.contributor.author | Mekonnen, Fitsum | |
| dc.date.accessioned | 2019-04-02T07:52:38Z | |
| dc.date.accessioned | 2023-11-04T14:07:42Z | |
| dc.date.available | 2019-04-02T07:52:38Z | |
| dc.date.available | 2023-11-04T14:07:42Z | |
| dc.date.issued | 2018-06-21 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17417 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Media factor | en_US |
| dc.subject | Message factor | en_US |
| dc.subject | Source factor | en_US |
| dc.title | The Effect Of Advertising On Passenger Airline Preference: The Case Of Ethiopian Airlines | en_US |
| dc.type | Thesis | en_US |