| Abstract: | Advertising is any paid form of non-personal communication about an organization, product, service or idea by an identified sponsor this study is undertaken to investigate the effect of media advertising on consumer buying behavior. This study has used descriptive and explanatory design using quantitative data from primary source. That was collected through questionnaire. The target population for the study is the consumers of East Africa bottling S.C product (Coca-cola, Sprite and Fanta) which are found in Addis Ababa city, sample size for this study was 384 individuals. The research has used non probability sampling approach, specifically convenient sampling technique. After the data were collected both descriptive and inferential statistical techniques were employed to analyze the data. An inferential analysis is conducted by using correlation and multivariate regression because the relationship and the significance between dependent and independent variables. The correlation analysis was competed by using Pearson correlation method and regression analysis was estimated by using the ordinary last square method. From the finding it is concluded that there is positive relationship between the advertisement and consumer buying behavior, there is statically significant and moderate relationship between consumers’ perception of media advertisement and consumer buying behavior. From the econometric results, the finding shows from the total explanatory variables identified. One variable which is simple advertisement is found to be not practically significant to influence the dependent variable. From the finding it is recommended that, the company is recommended to publish a better way of advertisement that can grant the consumers to be loyal and long distancing with the company’s products. |
