ASSESSMENT OF CUSTOMERS ATTITUDE TOWARDS ADVERTISING THE CASE OF HIBRET BANK S.C

Abstract

Researches on customers’ attitude show that there is an ambivalence regarding the existence of positive or negative attitude towards advertisement. This study explores the relationship between the general attitude towards advertising and the attitude towards advertising in specific media: television, radio, and print. The researcher selected participants of the study were selected from grade four city branches of Hibret bank. The data were collected through personal administration which resulted 168 valid responses. The present research investigates relationship between the personal belief dimensions, ‘product information’, ‘Falsity/credibility’, ‘hedonic/pleasure’ and specific attitude towards advertisings. It also tried to examine the relationship between the macro belief dimensions ‘Good for economy’, ‘Social image’, materialism and general attitude towards advertising. The researcher has also assessed the relationship between falsity/credibility and purchasing decision. Findings of the study show that macro level belief dimensions like ‘good for the economy ‘and ’social image’ are related positively to AG and ‘materialism’ is negatively related to AG. The three personal belief factors of ‘product information’, hedonic/pleasure, and falsity/credibility were found to be positively related to specific attitude towards TV, print and radio advertising. Credibility of media was also found to have a positive relationship with purchase decision.TV, Print, and radio ads of the bank were found to be informative, credible and hedonic respectively. Given this findings, it is recommended that the bank should exert its effort to make its TV and radio ads credible. Ads messages should be designed and executed to take advantage of the unique advantages rendered by each media.