THE EFFECT OF MEDIA ADVERTISING ON CONSUMERS’ BUYING BEHAVIOR IN THE BANKING SERVICE (A CASE STUDY IN NIB BANK S.C)

Abstract

In today’s globalized world, financial institutions are in a tough competition, which requires effective promotional tools to increase awareness and persuasion of customers, where media advertising is among the important communications medium that has powerful effect on consumers’ behavior. NIB does not identify how its media ads influence is its customers’ buying behavior. The objective of this study is to analyze the effect of media advertising on consumers’ buying behavior in the banking service: the case of Nib International Bank (NIB), and to examine the factors that motivate consumers to respond to media advertising. This study engaged Quantitative research approach to convene the purpose of the study. Customer buying behavior is a dependent variable which is influenced by various independent variable, these are: impressive Advertisement, understandable advertisement, attention grabbing advertisement, memorable advertisement, honest advertisement and creative advertisement. These variables are numerically tested for their relation by applying statistical methods.