The Effect of TV Advertisement on Purchasing Behavior of Bottled Water Consumers in Addis Ababa
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Date
2022-06
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Addis Ababa University
Abstract
The study examines the effect of Television advertising on purchasing behavior of bottled water consumers in Addis Ababa. The effect of the predictors on consumer purchasing behavior were studied namely Television Advertising credibility, Attractiveness of Television Advertisement, Simplicity of the Television Advertisement message, memorability of Television Advertisement and channel preference of Television advertisement. Based on the analysis, most of the respondents have the potential to purchase bottled water and most of them were also found to be attracted to TV advertisements which accounted for 41.4% of the total respondents. According to the result of the study, TV AD attractiveness, Simple to understand TV AD message and TV AD channel preference were found to have significant and positive relationship with consumer purchasing behavior; whereas TV AD credibility and memorability of TV AD were found to have insignificant relationship with consumer purchasing behavior.
Key words: Advertising, credibility, attractiveness, consumer purchasing behavior, channel preference.