THE EFFECT OF TV ADVERTISING ON CONSUMER BUYING BEHAVIOR IN THE CASE OF CANBEBE DIAPERS

Abstract

Advertisements are meant to influence consumers purchasing behavior positively by creating awareness about a product and drive consumers to buy a particular product. The study was undertaking to investigate the effect of TV Advertising on Consumer Buying Behavior in The Case of Canbebe Diapers .The literature review is include the concept of TV advertisement and customer buying behavior. The study has used use both an explanatory research design and .Descriptive design. The study target population of the study consumer of Canbebe dippier which around Addis Ababa in bole sub city. The sample size of study was 384 parents .The research has used non –probability sampling approach particularly purposive and convenient sampling techniques are used in this study. The questionnaire was designed based on previous empirical literature and its consistency was pre-tested using Cronbach Alpha .The questioner distributed, collected, coded and analyzed using the statistical package for social science (SPSS ).The find of the study show that there is higher internal consistency of customer buying behavior, The finding of the study also show that is there is a positive relationship b/n TV advertisement and customer buying relationship the other finding of the study show that there is a significant relationship b/n creativity advertisement and customer buying behavior. The recommendation of the study recommend that making TV Advertisement simple to understand ,creative and memorable help the company to lead increase the customer buying behavior