THE EFFECT OF MEDIA ADVERTISING ON CONSUMER’S BUYING BEHAVIOR IN THE REAL ESTATE INDUSTRY IN ETHIOPIA

Abstract

Advertising can be defined as any paid form of non-personal presentation or promotion of ideas, goods or services by an identified sponsor. Most of the managers believe that the advertisement directly affects the sales volume and hence they evaluate the effectiveness of the advertising campaign by the increase in the sales volume. This study is undertaken to investigate the Effect of Media Advertising on Consumer Buying Behavior. This study has used descriptive designs using quantitative data from primary sources that were collected through questionnaire. The target populations for the study are Ayate Real Estate, Noah Real Estate and Tsehaye Real Estate customers which are found in Addis Ababa City, Sample size for this study was 381 individuals. The researcher has used non-probability sampling approach, specifically convenient sampling technique. After the data are collected both descriptive and inferential statistical techniques were employed to analyze the data. An inferential analysis is conducted by using correlation and multivariate regression to show the relationship and the significance between dependent and independent variables. The correlation analysis was computed by using Pearson correlation method and regression analysis was estimated by using the SPSS version 20 methods. From the finding it is concluded that there is positive relationship between media advertisement and consumer buying behavior, There is a statistically significant positive relationship between the two variable at the level of (R=0.817**), (P<0.01). Compared to other relationship dimensions considered in this study, channel factor of the advertisement is ranked first in its magnitude of correlation. And also the other two independent variables are follows which is message factor of the advertisement is ranked second in its magnitude of correlation and The result of Pearson correlation test between the dependent variable customers’ buying behavior and source factor of the advertisement showed that, there is a positive relationship between the two variables at the significance level. From the finding it is recommended that, the marketing department of the company is recommended to establish a better channel factor of advertisement that can grant the company is serving to establish potential and prospective customers