TheEffectofAdvertisingonConsumers’Buying Preference(InCaseofSmartMobileinWolkiteTown)

Abstract

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.