Effects Of Advertising On Consumer Buying Behavior In Case Of Selected Water Factories In Burayu Town, Oromia Regional State Ethiopia

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.