THE EFFECT OF ADVERTISEMENT ON BRAND PREFERENCE OF BEER PRODUCTS WITH REFERENCE OF CUSTOMERS IN ADDIS ABABA

Abstract

It is very important to be aware of the impact of advertisement in consumers’ brand preference in the market. This study mainly focused on exploring the impact of advertisement on consumers’ beer brand preference in Addis Ababa city. Structured questionnaires were used to collect data from 400 respondents of which 373 were valid questionnaires collected and analyzed. Descriptive statistics, which includes percentage and frequency in addition to inferential statistics (Correlation and multiple regression), were computed in order to analyze. The result of this study showed that there are positive and significant relationship between Characteristics of Advertising Message, Advertising Media, Source of Advertisement and Consumers’ Brand Preference of beer products in Addis Ababa city. Though all the other Medias have a significant impact on influencing brand preference of consumers, Television advertisement influences consumers’ beer brand preference. This study recommends appropriate strategies and actions should be formulated by beer companies in order to win the market share in this the highly competitive market that we are living in. In addition, future researches can be made on “why the internet and newsletter are not effective tools for advertising as that of TV advertisements” as well as which TV shows are mostly viewed by the youth and adults ranging from the age of 18 to 40, in order for the beer companies to choose their target population.