THE EFFECT OF ADVERTISEMENT ON THE PURCHASING BEHAVIOR OF CONSUMERS: IN THE CASE OF BOTTLED WATER IN ADDIS ABABA

Abstract

This study was done to examine the effect of advertisement on consumers buying behavior in the case Addis Ababa bottled water consumers. The literature discusses about the concept of advertisement and its effect on consumers buying behavior in Addis Ababa bottled water market. Descriptive approach study which describes quantitatively the effect of advertisement on consumers buying behavior of bottled water is used to show the effect of advertisement on consumers of bottled water. Information was gathered from a sample of 246 bottled water consumers. Advertisement was identified as the independent variable with subsets awareness, information, branding, association and feeling and memory and consumers buying behavior as the dependent variable. Two-tailed correlation analysis showed that there is a strong and positive relationship between independent and dependent variables. Multiple regressions were also applied. Memory has significant relationship with consumer behavior. According to the finding of the research, it is recommended that advertisers of bottled water should think about creating advertisements that are memorable and those advertisements that give positive feeling for consumers. Additionally, radio advertisement is paramount for advertising bottled waters in Addis Ababa market. This research therefore adds a new contribution to the body of literature that will help researchers’ efforts to understand the effect of advertisement in light of consumers buying behavior.