Authors :
Daniel Amare
Volume/Issue :
Volume 7 - 2022, Issue 8 - August
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3S90bHL
DOI :
https://doi.org/10.5281/zenodo.7084178
Abstract :
This study looked at the impact of media
advertising on consumers' buying behavior in the banking
sector—specifically, the case of Anbesa Bank. Media
Advertising parameters which are broadcast media
advertisement, Print media advertisement, outdoor media
advertisement and Covert advertisement identified as the
independent variables were adopted from [1], the
dependent variable was determined to reflect consumer
buying behavior. The research design used in the study
was explanatory. Using a simple random sampling
technique, 260 Anbesa Bank clients in Addis Ababa city
provided the study's data. Structured questionnaires were
utilized to collect pertinent data and SPSS (Statistical
Package for Social Sciences) software was used to analyze
the data. Descriptive, correlational and regression
analysis approaches are employed to display the data. The
study conclusion demonstrated that all forms of media
advertising have a positive influence on consumers'
purchasing decisions.
Keywords :
Broad Cast Media Advertisement, Print Media Advertisement, Outdoor Media Advertisement, Covert Media Advertisement And Consumers’ Buying Behavior
This study looked at the impact of media
advertising on consumers' buying behavior in the banking
sector—specifically, the case of Anbesa Bank. Media
Advertising parameters which are broadcast media
advertisement, Print media advertisement, outdoor media
advertisement and Covert advertisement identified as the
independent variables were adopted from [1], the
dependent variable was determined to reflect consumer
buying behavior. The research design used in the study
was explanatory. Using a simple random sampling
technique, 260 Anbesa Bank clients in Addis Ababa city
provided the study's data. Structured questionnaires were
utilized to collect pertinent data and SPSS (Statistical
Package for Social Sciences) software was used to analyze
the data. Descriptive, correlational and regression
analysis approaches are employed to display the data. The
study conclusion demonstrated that all forms of media
advertising have a positive influence on consumers'
purchasing decisions.
Keywords :
Broad Cast Media Advertisement, Print Media Advertisement, Outdoor Media Advertisement, Covert Media Advertisement And Consumers’ Buying Behavior
