Dr. Samson MekonnenMekidelawit Gessesse2024-06-272024-06-272024-05https://etd.aau.edu.et/handle/123456789/3258This study investigates the influence of media channels on consumer purchasing decisions forLifebuoy soap products in Ethiopia. A mixed-methods approach was employed, including asurvey, key informant interviews, and a content analysis of Lifebuoy soap advertisements. Thesurvey, conducted with 77 participants, revealed that media exposure significantly influencesconsumer decisions, with EBS TV being the most impactful channel. Advertisement preferenceshighlighted the importance of information about product benefits, while perceptions of Lifebuoysoap products emphasized their effectiveness in promoting hygiene. Key informant interviewswith 25 participants provided insights into media advertising strategies, emphasizing theimportance of timing, high production standards, and alignment with consumer preferences. Thecontent analysis of Lifebuoy soap advertisements identified emotional appeal, witness approach,dramatic approach, and direct selling as key elements influencing consumer preferences.Overall, the study suggests that targeted and engaging advertisements on media channels can positively influence consumer behavior and purchasing decisions for Lifebuoy soap products inEthiopia.en-USLifebuoy soap productsMedia channelsThesis