THE EFECT OF ADVERTISING ON CUSTOMER BUYING BEHAVIOR (THE CASE OF AWASH BANK, ADDIS ABABA, ETHIOPIA)

Abstract

This study investigates the effect of advertising on consumer buying behavior in case of Awash bank, Addis Ababa, Ethiopia. For achievement of the study objective the study adopted a survey research design. It involves collection of data from respondents through questionnaire to test hypotheses. Both primary and secondary data were used, with structured questionnaires and interviews conducted target customers and marketing division of the bank, and secondary sources of data gathered from books, journals, websites, empirical evidence, and documents. Descriptive statistics, multiple linear regressions ANNOVA, correlation, and linear regressions were used to analyze the collected data and to test hypotheses. The research findings show that a significant and positive relationship lie between the independent variables emotional response, environmental response towards brand, brand awareness and sensory stimulated advertising and dependent variable consumer buying behavior. All the independent variables have statistically significant t-ratio and have positive relationship with consumer buying behavior. This result is consistent with the literature. We recommend that for effective advertising to take place, the target audience must be extensively reached to know their consumption pattern and behavior toward products and services. And that effort should be directed more on emotional related advertising, since consumers patronage are highly induced through their emotion.

Keywords: Advertising, Consumer buying behavior, Target audience, emotional response, environmental response, consumer.