Assessment Of Customers’ Attitude Towards Advertising: The Case Of Commercial Bank Of Ethiopia

Abstract

Researches on customers’ attitude show that there is an ambivalence regarding the existence of positive or negative attitude towards advertisement. This study explores the relationship between the general attitude towards advertising and the attitude towards advertising in specific media: television, radio, and print. To achieve the objectives, qualitative descriptive sample survey design is used. The researcher has randomly selected participants of the study from Arada district of Commercial bank of Ethiopia. The data is collected through well administered questionnaire which is resulted from 371 responses. It has also tried to examine the different information sources for customers and general attitude towards advertising. This is a descriptive study that is limited in scope and sample size, but it can contribute to further study on quality of the banking sector in terms of competition and information delivery in Ethiopia context. Frequency table, correlation and other more descriptive methods of analysis are employed. The demographic characteristics of respondents at the bank show that the majority of their respondents are male (61%). About 59% of the sample target respondents responded that the television advertisement by commercial bank of Ethiopia is interesting and enjoyable. On the other hand, there is strong correlation between materialistic behavior of CBE advertisement and the propensity of CBE advertisement to push people towards purchasing. Once again, above 60% of the respondents very agree on the idea that the overall quality of promotion by the bank is good. Print ads of the bank were found to be credible source of product information. In general, print advertisements present a true picture of the product advertised. The macro belief dimension ‘Good for Economy’ has the highest correlation followed by ‘Social Image’ with general attitude. Thus, this issue may yield better fruit.