The Effect of Television Advertisement on Consumer Buying Decision: The Case of Eve Sanitary Napkin in Ethiopia
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Date
2020-07
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Addis Ababa University
Abstract
Advertisement plays vital role in attracting and retaining potential buyers. Consumers attracted and convinced through advertisement tend to make purchase decision. The study aimed to conduct effect of Television Advertisement on consumers’ Buying Decision the Case of Eve Sanitary Napkin. The research was carried out through quantitative Method.384 close ended questionnaires distributed to Eve Sanitary Napkin’s consumers, using purposive sampling method and 337 valid questionnaires collected and analyzed. An array of descriptive and inferential statistics used to analyze collected information using SPSS version 24. The finding revealed that, advertising messages and media used for advertisement has positive and strong relationship with purchase decision. And there is positive and medium relationship between celebrity endorsement and consumer buying decision of Eve Sanitary Napkin. The result also indicates 39.2% of purchase decision of Eve Sanitary Napkin is caused by advertising message, advertising media and celebrity endorsement.The study concluded that, message and media used for advertisement has strong influence on purchase decision, while celebrity endorsement match was not statically significant to purchase decision of Eve Sanitary Napkin. Finally, the company recommended to deliver tailored advertisement focusing on message informs the benefits, quality, and comfort of the product. Moreover, the company should deliver real and full information of the product
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Keywords
Advertisement, Purchase decision, Message Factor