ASSESMENT OF ADVERTISEMENT PRACTICE ON CONSUMERS CAR BRAND PREFERENCE: THE CASE OF AUTOMOBILE CAR SECTORS IN ADDIS ABABA

Abstract

Measuring the effect of notice in buyers brand preference is exceptionally basic for each advertiser. Advertisement does not make any positive alter in consumers‟ brand preference; all assets such as cash, time, and exertion went through on notice will go in unsuccessful. The study points to investigate the effect of advertisement on buyers‟ brand preference within the car brand showcase in Addis Ababa city. The structured questionnaires were utilized to gather essential information from 384 respondents, out of which 370 substantial surveys were collected and analyzed. These respondents were chosen by utilizing stratified likelihood inspecting strategy. The information was analyzed utilizing description insights (recurrence, rate) and inferential insights like correlation and multiple regressions. The finding uncovered that there are positive and critical connections between Characteristics of the advertisements, Source of advertising media, and Celebrity Endorsement and brand preference of car. Indeed, although it has tall impact in by and large see, among publicizing media Internet is the foremost persuasive media in brand preference of lager in Addis Ababa city setting. In the long run, this consider prescribes fitting activities for companies in refining their promoting methodologies as a implies of overcoming the intense competition that exist within the advertise, hence, they can increment their deals volume and advertise share.