CUSTOMERS’ ATTITUDE TOWARDS ADVERTISING: THE CASE OF AWASH BANK S.C

Abstract

Researches on customers’ attitude show that there is an ambiguity regarding the existence of positive or negative attitude towards advertisement. The study explores the relationship between the general attitude towards advertising and the attitude towards advertising in Specific media: television, radio, and print. The researcher selected participants of the study from city branches of Awash Bank. A total of 395 respondents were participated from a 33,877 population in the survey. The questionnaires were distributed directly to the participating respondents and analyzed using both descriptive and inferential analysis (Correlation and Regression). The present research investigates relationship between the personal belief dimensions which are factors including ‘product information’, ‘Falsity’, ‘hedonic/pleasure’ and specific attitude towards advertisings. It also tried to examine the relationship between the macro belief dimensions which are factors include ‘Good for economy’, ‘Social image’, materialism and general attitude towards advertising. The researcher has also assessed customer general perception about Awash Bank advertising. Findings of this study show that personal belief dimensions “product information, hedonic/ pleasure and falsity” is positively related to specific TV, radio and print advertisement of Awash bank, correspondingly the three macro belief dimensions “good for economy, materialism and social image” positively relationship with the general attitude of advertising of Awash bank. TV and radio advertisement is the main informative advertising means, so the study contributes Awash Bank to improve its advertising quality which leads to improvement a positive customer attitude about the advertising as well as the services