TheEffectofAdvertisingonConsumers’Buying Preference(InCaseofSmartMobileinWolkiteTown)
| dc.contributor.author | Atitegeb Adisu, | |
| dc.date.accessioned | 2024-04-16T10:13:46Z | |
| dc.date.available | 2024-04-16T10:13:46Z | |
| dc.date.issued | 2023-05 | |
| dc.description.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. | en_US |
| dc.description.sponsorship | wolkite universty | en_US |
| dc.identifier.uri | http://10.194.1.109:8080/xmlui/handle/123456789/1832 | |
| dc.language.iso | en | en_US |
| dc.publisher | WOLKITE UNIVERSITY | en_US |
| dc.title | TheEffectofAdvertisingonConsumers’Buying Preference(InCaseofSmartMobileinWolkiteTown) | en_US |
| dc.type | Thesis | en_US |