RESEARCH ONTHE EFFECT OF ADVERTISEMENT ON CONSUMENR BRAND PREFERENCEON AMBO MINERALWATER S.C IN ADDISABABA (BOLE SUBCITY)

Abstract

It is very important to be aware of the effect of advertisement in consumers‟ brand preference in the market. This study mainly focused on exploring the effect of advertisement on consumers‟ AMW brand preference in Addis Ababa (bole sub city). Structured questionnaires were used to collect data from 400 respondents of which 373 were valid questionnaires collected and analysed. There has been constant and intense competition by organizations through the use of advertisement as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different organizations. Market researchers argue that these advertisements are still important in attracting consumers to a certain brand, however critics believe it‟s becoming less effective. The beverage industries industry in Ethiopia has been a field was we have witnessed lots of advertisement in the country. Therefore knowing what happens behind the scenes seems very crucial for major players‟ .The purpose of this research is to investigate the effects of advertisements on consumer brand preference in the addisabeba city bole sub city. Accordingly we first tried to understand advertisement and how it works and how each brand uses it to achieve its objectives and afterwards past literature on how advertisement has affected brand preference in different fields are presented.