Effect of Media Advertising on Consumer Buying Behavior: A case of Heineken Breweries, specifically Waliya Beer

Abstract

Advertising is the use of paid-for space in a publication, for instance, or time on television, radio or cinema, usually as a means of persuading people to take a particular course of action, or to reach a point of view. It may also be taken to include posters and other outdoor advertising. This study is undertaken to investigate the Effect of Media Advertising on Consumer Buying Behavior. This study has used both descriptive and explanatory designs using quantitative data from primary sources that were collected through questionnaire. The target populations for the study are consumers of the HBSC products which are found in Addis Ababa City, sample size for this study was 384 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 analyse 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 Ordinary Least Square (OLS) methods. From the finding it is concluded that there is positive relationship between media advertisement and customers product choice, there is also strong relationship between Advertisements on quality of products with customers’ product choice, there is a statistically significant and moderate relationship between Customers’ perception of media advertisement and Customers product choice. From the Econometric results, the finding shows from the total explanatory variables identified, easy to remember advertisement possess the highest effect on customers buying behavior followed by Eye catching advertisement. One variable which is simple advertisement is found to be not statically significant to influence the dependent variable. From the finding, it is recommended that, the marketing department of the company is recommended to establish a better way of advertisement that can grant the quality of the product the company is serving to establish a loyal and long-lasting customers