THE EFFECTS OF MEDIA ADVERTISEMENT ON CONSUMERS’ BUYING BEHAVIOR IN THE BANKING SERVICE IN THE CASE OF DASHEN BANK S.C.

Abstract

The main purpose of this study is to analyzing the effect of media advertising on consumers’ buying behavior in the banking service. The study employed a quantitative methods based on a convenience sample consists mainly of respondents in different demographic character. A Selfadministered questionnaire which consists demographic characteristics and survey questions both in Amharic and English, was distributed to 399 Dashen Banks customers. Five Branches were conveniently selected in order to reach customers of Dashen bank in different parts of Addis Ababa. Instrument development was based on reviewing related literatures and discussing with concerned academicians and practitioners in the area of advertisement and consumer buying behaviors. The data were analyzed using SPSS version 20. The findings of this study revealed that a positive and significant relationship between broadcast advertisement, print media advertisement, outdoor advertisement with consumers buying behavior.