THE EFFECT OF ADVERTISING ON CONSUMER BUYING BEHAVIOR IN THE CASE OF DSTV IN ADDIS ABABA

Abstract

This study was undertaken to investigate the effect of advertisement on consumers buying behavior in the case of DSTV in Addis Ababa. The researcher used Quantitative research approach and explanatory design to explain quantitatively the effect of advertisement on consumers buying behavior. Information was gathered via structured questionnaire from a sample of 352 consumers. Advertisement was identified as the independent variable and consumers buying behavior as the dependent variable. Outdoor media, print media, broadcast media, and internet media were considered as sub-dimensions of advertisement. Data obtained from the respondents was then analyzed using descriptive and inferential statistics (correlation and regression analyses). Two-tailed correlation analysis showed that there was a strong positive relationship between outdoor media, print media, broadcast media, and internet media advertisement and consumers buying behavior. Moreover, the result of multiple linear regression analysis revealed that internet media advertisement contributes the largest effect on consumers buying behavior (b=0.718, p<0.05) followed by broadcast media (b=0.224) and print media (b=0.149, p<0.05). However, contrary to expectation, the study found the negative effect of outdoor media advertisement on consumers buying behavior (b=-0.133, p<0.05). . Based on the result of this research, it is recommended that effective advertisement campaign which includes the aforementioned predictors should be practiced to attract more consumers and to gain competitive advantage against rivals. This research, therefore, adds a new dimension to the body of literature that will help researchers’ efforts to understand the effect of advertisement on consumers buying behavior.