The Effect Of Advertising On Consumers’ Buying Preference: The Case Of Tecno Mobile In Addis Ababa

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Addis Ababa University


The primary objective of this study was to analyze the effects of advertising on consumers’ buying preference of TECNO Mobile 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 TECNO Mobile using a convenience sampling technique. Out of the distributed 403 questionnaires, 362 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 the channel factor of advertising were considered. From the findings of this study, it was found out that the source factor, the message factor and the channel factor of advertising have positive and significant effects of up to 57.7% on the consumers’ buying preference. The result further indicated that the channel factor has the highest positive and significant effect on consumers’ buying preference. This implies that marketing managers need to give more emphasis and due attention to all the three variables since they influence consumers’ buying preference significantly, so that the company could increase its market share and stay in the market competitively.



Source factor, Message factor, Channel factor