THESIS TITLE: ASSESSMENT OF MEDIA ADVERTISING EFFECTS ON CONSUMER BUYING BEHAVIOR IN THE BANKING SERVICE. (THE CASE OF ABAY BANK S.C IN ADDIS ABABA CITY BRANCHES)

Abstract

In today’s globalized world, financial institutions are in a tough competition which requires effective promotional tools to increase awareness and persuasion of customers, where media advertising is among the important communications medium that has powerful effect on consumers’ behavior. The objectives of this study were to analyze the effect of media advertising on consumers’ buying behavior in the banking service: the case of Abay Bank S.C in Addis Ababa City Branches and to assess the factors that motivate consumers to respond to media advertising. The sample populations of the study were the ten branches of Abay Bank in Addis Ababa City selected by using probability (stratified sampling method). Quantitative research approach and probability sampling method (simple random sampling) had been adopted in selecting a sample size of 400 by applying published tables. Data were collected using structured questionnaire and analyzed using SPSS 21 and descriptive research design was used. The results of the study revealed that media ads were the most important sources of information; and the types of media ads (broadcast, print media & outdoor ads) have significant effect on consumers’ buying behavior. The findings showed that from this result, we might deduce that the findings showed that TV has the most powerful influence on consumers’ buying behavior due to the combinations of audio-visual presentations. The informative ads, geographical location, its slogan and the brand name were the imperative factors that motivated consumers to respond to Abay Bank’s media ads.