The Impact of Advertising on Purchase Intention: Evidence from the National Oil Company in Ethiopia
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Date
2022-07
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Addis Ababa University
Abstract
Advertising is the most effective marketing tool in the modern era as it is believed to positively influence the buying behavior of consumers. The study of consumer intention became a concern of marketers, as they may learn how consumers choose their Goods and services required to meet multiple needs, which are the factors that are influencing their choice. The main aim of this research was to analyze the impact of Advertisement factors on Purchase Intention in case of the National oil Company in Ethiopia using convenience sampling method. The study tried to answer the effect of selected advertisement factors such as source factors, message factors and channel factors on the consumer purchase intention on the national oil company in Addis Ababa, Descriptive and explanatory research designs were used through questionnaires that were distributed to 384 consumers in Addis Ababa. Statistical Package for Social Sciences was used for Descriptive statistics and multiple regression analysis. Factors such as source factors, message factors and channel factors on consumers buying intention all have a positive and significant correlation with the consumer purchase intention of national oil company of Ethiopia in the study population. It is recommended that due attention to all the factors when taking action to influence more consumers but more attention should be given to the message and channel factors and marketing managers of the company need to give more focus to all the factors that affects significantly the purchase intention in the study population
Key words: advertisement characteristics, Advertising, Consumer, Purchase intention, consumers buying behavior, message factors, source factors, and channel factors