The influence of advertising media Choice on consumers buying behavior. (in selected Ethiopian private Commercial banks)
| dc.contributor.advisor | Yitbarek, Takele (PhD) | |
| dc.contributor.author | Fikru, Dejene | |
| dc.date.accessioned | 2019-10-15T14:52:40Z | |
| dc.date.accessioned | 2023-11-04T09:36:47Z | |
| dc.date.available | 2019-10-15T14:52:40Z | |
| dc.date.available | 2023-11-04T09:36:47Z | |
| dc.date.issued | 2019-06 | |
| dc.description | A Thesis Submitted to the Department of Management in Partial Fulfillment of the Requirements for the Degree of Master in Business Administration. | en_US |
| dc.description.abstract | Extant literature shows the way of communication and the information contained in the advertising is not strong and pertinent enough to attract the attention of the consumers. Advertising must be consistent enough so that it can be accepted and bring an effect on consumers’ buying behavior when judged against information previously processed and held. This study aimed at examining the influence of demographic and socio-cultural factors, advertisement media choice used on consumers’ buying behavior in selected Ethiopian private banks. We used bank age to stratify population in out attempt to capture heterogeneous behavior. Sample banks were randomly selected from each stratum while top three big branches of these banks were included purposefully. Finally grab sampling was used to capture perceptions of384 customers of which 362 (94%) were valid for farther analysis. The study used descriptive statistics, Chi-square, ANNOVA and linear regression to analyze differences among groups and effect of input variables on the outcome variable. Results indicate education and advertisement objective influence consumer buying behavior. Likewise, only broadcast media of the four media the sector uses significantly and positively influence buying behavior. Accordingly, the study concludes demographic factors, media selection and advertisement objective influencing consumer buying behavior in the Ethiopian private banking sector. Finally, we recommend private banks to focus on using broadcast media than others, persuasion advertisement objective to be more on persuasion, content attractive enough for educated, youth and middle age customers. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/19437 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Bank advertisement | en_US |
| dc.subject | Consumer buying behavior | en_US |
| dc.subject | Media advertisement | en_US |
| dc.title | The influence of advertising media Choice on consumers buying behavior. (in selected Ethiopian private Commercial banks) | en_US |
| dc.type | Thesis | en_US |