Abstract:
The aim of this research was to study Effects of Advertising on Consumer Buying Behavior in
Case of Selected Water Factories in Burayu Town, Oromia Regional State, Ethiopia”. This study
is a descriptive and explanatory research, which described the demographic factors of the
respondents and evaluates the relationship between Advertising and consumer buying behavior
respectively. The study was used both primary and secondary sources of data. The primary data
was collected using questionnaire and interview. The sampling technique employed in this study
was convenient sampling since the total population was unknown. Using the sampling
determination technique for unknown population, the researcher took 400 samples. This includes
respondents from Top and Gold water factories. After the data was collected, the data was
analyzed by both descriptive and inferential statistics. Accordingly multiple regression model
was also applied to evaluate the relationship between Advertisement and consumer buying
behavior. The study found that, characteristics of advertisement have positive and significant
relationship with consumer buying behavior. Finally, the researcher recommended that, focus on
the characteristics of advertisement as per their effects on consumer buying behavior and
expanding mode of advertisement would be better for the factories to win large consumers than
their competitors and profitable as well.
