THE EFFECT OF MEDIA ADVERTISING ON CONSUMERS BEHAVIOR: IN CASE OF BANK OF ABYSSINIA S.C

Abstract

This research paper was attempted to examine “The Effect of Media Advertisements on Consumers Behavior- in case of Bank of Abyssinia S.C”. Measuring the effect of advertisement on customers buying behavior is very crucial for every marketer.If Advertisement does not bring any positive change in consumers’ purchase intention; all resources such as money, time, and effort spent on advertisement would bewaste.The objectives of the research are to examine the Effect of media advertisement on consumers’ behavior in the case of bank of Abyssinia S.C. A questionnaire was administered to a sample of 423 respondents out of which 290 valid questionnaires were collected and analyzed.The finding revealed that there are positive and significant relationships between media advertising and Consumer behavior of Bank of Abyssinia’s customers. Thus, BOA should pay due attention to these dimensions in order to increase their sales volume and market share.Based on this, the study intended to suggest possible solution to the problem identified.