The Effect Of Advertising On Consumer Purchase Decision The Case Of Baby Diaper
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Date
2019-06
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Addis Ababa University
Abstract
Advertising is a form of communication intended to convince an audience (viewers, readers or
listeners) to purchase or take some action upon products, information, or services etc. This
paper tried to investigate the relationship between advertising (advertising media, advertising
message, source credibility, source attractiveness and product personality congruence)
andconsumer purchase decision of baby diaper by tapping the responses of 380 respondents
from four sub cities of Addis Ababa City Administration (Bole, Arada, Kirkos&Yeka). To achieve
the objectives of the study, descriptive and explanatory research design were used. Data was
collected through questionnaire from a sample of 380 purchasers of disposable baby diaper that
were selected using convenient sampling method. The data collected from the questionnaire were
analyzed using descriptive statistics (such as mean, standard deviation, percentage and
frequency) and inferential statistics like correlation, and multiple regression analysis. The
finding revealed that there are positive and significant relationships between advertising
message, source credibility, advertising media and consumer purchase decision of baby
diaper.The score of the coefficient correlation determination R2 is 0.655, which implies that
there is quite significant explanatory power and also 65.5% variation on the purchase decision
of baby diaper is caused by advertising message, source credibility, advertising media, source
attractiveness and product personality match. Eventually, this study recommends appropriate
actions for companies in refining their advertising strategies as a means of overcoming the stiff
competition that prevails in the market, therefore, they can increase their sales volume and
market share.
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Keywords
Advertising, Purchase Decision