THE EFFECT OF ADVERTISEMENT ON CONSUMERS PURCHASE DECISION –THE CASE OF SOAP AND DETERGENT PRODUCT IN ADDIS ABABA

Abstract

Using measurement of message design, advertisement by celebrity, frequency of advertisement, timing of advertisement, and media selection consumers buying decisions have been studied. This research is undertaken to investigate the effect of advertisements on consumers' purchase decisions of soap and detergents. The literature reviewed discussed theories, types, and other research related to the study variables. Consumer behavior had also been covered briefly. The research used a descriptive approach and described quantitatively factors related to consumer purchase decisions of soap and detergents. As the main focus, the effect of advertisement (message design, advertisement by celebrity, frequency of advertisement, the timing of advertisement, and media selection) on consumers' purchase decisions had been studied. An advertisement which is the independent variable was further subcategorized into message design, advertisement by celebrity, frequency of advertisement, the timing of advertisement, and media selection. The purchase decision was identified as the dependent variable. Primary data was collected from consumers using a five-point like hart scale questionnaire and secondary data was collected from diverse sources. A total of 384 questioners were distributed of which 323 were properly filled and returned for further analysis. All the 323 questioners were analyzed using SPSS. The Pearson correlation coefficient indicated that the independent variables are correlated positively and negatively with the dependent variables. Media selection was correlated moderately, the timing of advertisement and frequency of advertisement was found to be weekly correlated while message design and advertisement by celebrity were negatively correlated. Regression analysis was also applied, and the results indicated that all the aforementioned variables are significant. Among the independent variables, media selection owned a highest beta score followed by advertisement by celebrity, and timing of advertisement while message design and frequency of advertisement have a negative beta score. Based on the findings, a mathematical model of regression had been put forward and it is recommended that the variables should be incorporated in an advertisement campaign to design an effective advertisement. Hence this research adds a new dimension to the advertisement industry as well as to the literature of soap and detergent marketing.