THE EFFECT OF MEDIA ADVERTISING ON CUSTOMERS BUYING BEHAVIOR IN THE BANKING SERVICE: THE CASE OF DASHEN BANK S.C

Abstract

In today’s stiff banking competition epoch Advertising is a prominent feature of modern business operations. Advertising provides a platform for companies to create awareness about their products or services and how consumers could make the best choice out of such products. Measuring the effect of advertisement on customers buying behavior is very crucial for every marketer. If Advertisement does not bring any positive change in consumers’ purchase intention; all resources such as money, time, and effort spent on advertisement will be wasted. The general objective of the study was to analyze the effect of media advertising on Dashen Bank’s customers buying behavior. It followed a deductive form of research approach and the research design was explanatory. A questionnaire was administered to a sample of 423 respondents out of which 360 valid questionnaires were collected and analyzed. These respondents were selected by using a non-probability sampling technique, which is Judgmental Sampling method. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. The finding revealed that there are positive and significant relationships between advertising media, endorser, advertising message and buying behavior of Dashen Bank’s customers. Thus, DB should pay due attention to these dimensions in order to increase their sales volume and market share