THE EFFECT OF BROADCAST ADVERTISING ON CONSUMER BUYING BEHAVIOR: THE CASE OF ETHIOTELECOM COMPANY ADDIS ABABA

Abstract

The primary objective of this study was to analyze the influence of broadcast advertising on consumers’ buying behavior in the case of Ethiotelcom company Addis Ababa, Ethiopia. To study the relationship of three different factor of broadcast advertising, namely, media factor, message factor, source factor and customer buying behavior the researcher used explanatory research design with quantitative research approach in order to meet the objective of the study. In these research the target of the population was the customer of ethiotelcom. From a total of 399 questionnaires distributed 384 questionnaires were completed and collected. . The data collection was then summarized, classified, tabulated and analyzed using SPSS and Microsoft office tools. And also The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like (correlation and multiple regression). To measure the influence of advertising on consumers’ buying behavior, the media factor, the source factor, and the message factor of advertising were considered. From the findings of regression analysis, it was found out that the media factor (β ) 0.329, the source factor(β) 0.100, and the message factor(β )0.237 of advertising have positive and significant influence on the consumers’ buying behavior. The result further indicated that the media factor have 3.93 mean value, source factor have 3.77 mean value, and message factor have 3.79 mean value and consumer buying behavior.the message factor has the highest positive and significant influence on consumers’ buying behavior. This implies that ethitelcom company need to give attention to all the three variables since they influence consumers’ buying behavior significantly, so that the company could increase its market share and stay in the market competitively.