The Effect of Media Advertising on Customers Brand Preference: The Case of DKT Ethiopia, Addis Ababa City
| dc.contributor.advisor | Saleamlak Mola (PhD) | |
| dc.contributor.author | Habtamu Tegbew | |
| dc.date.accessioned | 2024-01-29T11:11:38Z | |
| dc.date.available | 2024-01-29T11:11:38Z | |
| dc.date.issued | 2023-07 | |
| dc.description.abstract | Media advertisement has high contribution in making customers’ brand preference decisions. the purpose of this research was to identify the effect of media advertisement on the customer’s brand preference by taking evidence from DKT Ethiopia customers especially pharmacies and drug store in Addis Ababa city. The study has investigates the relationship between dependent variable customers brand preference decision and independent variables of print media advertising, broadcast media advertising, outdoor media advertising and electronics media Advertising. To do so, cross-sectional survey was conducted and primary data was collected using self-administered questionnaires from 384 employees of pharmacies and drug stores from Addis Ababa city. Both descriptive and inferential statistics approach of data analysis have been undertaken. The result of liner regression model provided empirical evidence on a positive significant effect of electronics media advertisement and broadcast media advertising on customers Brand preference; whereas print media advertising negative insignificant effect on customers Brand preference and outdoor media advertising has positive insignificant effect on customers Brand preference. The study recommended that the broadcast media advertising and electronic media advertising in the media advertisements plays the great role of influencing DKT Ethiopians customer’s brand preference decisions. DKT Ethiopian marketing division should focus on its advertisement message and creativity in order to able to reach the right market segment effectively. This study analyzes customers brand preference with cross sectional data using only four variables and the data were taken from drug store and pharmacy only by employing smaller sample and linear regression model. Thus, further research may be undertaken to incorporate larger samples by employing other econometric models such as Heckman sample selection model and Tobit models by employing panel data with interviews and focus group discussions and by utilizing more variables used different cities and incorporating clinics, hospitals, pension and hotel | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1520 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | DKT Ethiopia | |
| dc.title | The Effect of Media Advertising on Customers Brand Preference: The Case of DKT Ethiopia, Addis Ababa City | |
| dc.type | Thesis |