Influences Of Television Advertisements On Consumer Purchase Intention: The Case Of Breweries In Addis Ababa
| dc.contributor.advisor | Baymot, Tadesse (PhD) | |
| dc.contributor.author | Tessema, Zergaw | |
| dc.date.accessioned | 2019-10-17T12:11:22Z | |
| dc.date.accessioned | 2023-11-04T09:36:50Z | |
| dc.date.available | 2019-10-17T12:11:22Z | |
| dc.date.available | 2023-11-04T09:36:50Z | |
| dc.date.issued | 2019-06 | |
| dc.description | A thesis submitted to school of graduate studies of Addis Ababa University in partial fulfillment of requirements for The degree of master of business administration (MBA) in management | en_US |
| dc.description.abstract | Identifying and explaining advertising factors that influence consumers’ purchase intention is very essential for every marketer. Thus, the purpose of this study is to highlight the influence of different contents of brewery advertisements on the consumer purchase intention for beer products in Addis Ababa. The research was conducted in two sub-cities in Addis Ababa. i.e Yeka and Bole sub-cities with the sample size of 384 respondents; out of which 328 valid questionnaires were collected and analyzed. The sample was selected by multi-stage sampling methods first taking two sub-cities from the ten sub-cities, and then taking two districts from several districts in the two sub-cities. Next, purposive sampling techniques were used to select hotels, restaurants and groceries from the two districts and responses of beer consumers were collected with the help of scaled questionnaires. Data analysis was carried out using SPSS version 21. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation, multiple regressions and mediations. In order to study the influences of brewery advertisements on consumers’ purchase intention, six main explanatory variables and three demographic variables were considered with appropriate dimensions. The major explanatory variables are Message content credibility, Source Credibility, Humor, Music, Consumers’ Attitudes towards brewery advertisements and Message Repetition as independent variables, and Consumers’ Purchase Intention of beer products as dependent variable. Demographic variables discussed in the research are Gender, Age, and Marital status of the respondents. The result of the study shows that advertising elements like Message Content Credibility, Source Credibility, and Consumers’ Attitudes towards brewery advertisements have strong and significant influences on consumers’ purchase intention. The rest seven explanatory variables (Music, Humor, Message Repetition, Marital status, Gender, Age and Marital Status) have insignificant influences. Eventually, the study recommended appropriate actions for brewery companies as a means of overcoming the intense competition that exist in the market. So doing, they can increase their sales volume and market share. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/19469 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Brewery advertisement | en_US |
| dc.subject | Consumers’ Attitudes Towards Beer products | en_US |
| dc.subject | Humor | en_US |
| dc.subject | Message repetition | en_US |
| dc.title | Influences Of Television Advertisements On Consumer Purchase Intention: The Case Of Breweries In Addis Ababa | en_US |
| dc.type | Thesis | en_US |