THE EFFECT OF MEDIA ADVERTISING ON CONSUMERS’ BUYING BEHAVIOR: ACASE OF ABAY BANK S.C

Abstract

This study empirically examines “The effect of media advertising on consumers’ buying behavior in the Abay bank sh. co”. The study used both primarily and secondary source of data. A quantitative research approach of the data collection used and 384questionnaires were distributed and 320 completed usable questionnaires for response rate of 83.3% returned. Stratifying sampling method was used and customers of the bank were selected from each stratum with a simple random sampling technique. Data was analyzed using descriptive, correlational and multiple regression analysis. The study result has implied there is strong positive relationship was found between Attention grapping advertisement, and Honest advertisement with customer buying behavior. Moderate relationship is obtained with Memorable advertisement, understandable advertising,, and Impressive advertising with customer buying behavior .Whereas, relatively weak relationship is obtained with Creative advertisement with customer buying behavior. Based on the result of this research it is recommended that effective advertisement campaign which includes the aforementioned predictors should be practiced to attract more consumers and to gain competitive advantage against rivals.