Browsing by Author "Atitegeb Adisu,"

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    TheEffectofAdvertisingonConsumers’Buying Preference(InCaseofSmartMobileinWolkiteTown)
    (WOLKITE UNIVERSITY, 2023-05) Atitegeb Adisu,
    Theprimaryobjectiveofthisstudywastoanalyzetheeffectsofadvertisingonconsumers’ buyingpreferenceofSMARTMobileinwolkite,Ethiopia.Aquantitativeapproachwasusedin thisresearch.Inordertocollectprimarydata,astructuredquestionnairewaspreparedand giventothecustomersofSMARTMobileusingaconveniencesamplingtechnique.Outofthe distributed384questionnaires,362werevalid.Tomeasuretheeffectofadvertisingon consumers’buyingpreference,thesourcefactor,themessagefactorandthechannelfactor ofadvertisingwereconsidered.Fromthefindingsofthisstudy,itwasfoundoutthatthe sourcefactor,themessagefactorandthechannelfactorofadvertisinghavepositiveand significanteffectsofupto57.7%ontheconsumers’buyingpreference.Theresultfurther indicatedthatthechannelfactorhasthehighestpositiveandsignificanteffectonconsumers’ buyingpreference.Thisimpliesthatmarketingmanagersneedtogivemoreemphasisand dueattentiontoallthethreevariablessincetheyinfluenceconsumers’buyingpreference significantly,sothatthecompanycouldincreaseitsmarketshareandstayinthemarket competitively.