| Abstract: | The general objective of this study is to analyze the effect of advertisement on the consumer buying behavior of Aqua Addis bottled water consumers. The researcher was adopting both quantitative and qualitative approach to quantify respondents’ evaluation. The main source for this study was primary and secondary data source. The researcher was used explanatory research design. Sample size for this study was 246 respondents. The sampling design that employed for this study was a non-probability sampling. Both descriptive and inferential statistical techniques were employed to analyze the data. The data was analyzed using computer software, Statistical Package for Social Sciences (SPSS) version 20. Descriptive analysis is presented by using statistical tools mainly frequencies, percentages, median and standard deviation to summarize the responses. An inferential analysis is conducted by using correlation and multivariate regression to show the relationship and the significance effect between dependent and independent variables. Simple to understand and creative had significant contribution in predicting consumer buying behavior. According to correlation results there is positive and statistical significant relationship between impressive, simple to understand, attention grabbing, memorable, creative and honest advertisement and consumers buying behavior. The regression coefficients result demonstrate memorable is most contributing media advertising dimension in the prediction of consumer buying behavior. it is recommended that to create extraordinary pieces for marketing stand out from other, similar companies. in order to be effective, an advertisement has to be memorable for the viewer. |
