The Influence Of Advertising Media Choice On Consumers Buying Behavior. (in Selected Ethiopian Private Commercial Banks)

Extant literature shows the way of communication and the information contained in thernadvertising is not strong and pertinent enough to attract the attention of the consumers.rnAdvertising must be consistent enough so that it can be accepted and bring an effect onrnconsumers’ buying behavior when judged against information previously processed and held.rnThis study aimed at examining the influence of demographic and socio-cultural factors,rnadvertisement media choice used on consumers’ buying behavior in selected Ethiopian privaternbanks. We used bank age to stratify population in out attempt to capture heterogeneous behavior.rnSample banks were randomly selected from each stratum while top three big branches of thesernbanks were included purposefully. Finally grab sampling was used to capture perceptions of384rncustomers of which 362 (94%) were valid for farther analysis. The study used descriptivernstatistics, Chi-square, ANNOVA and linear regression to analyze differences among groups andrneffect of input variables on the outcome variable. Results indicate education and advertisementrnobjective influence consumer buying behavior. Likewise, only broadcast media of the four mediarnthe sector uses significantly and positively influence buying behavior. Accordingly, the studyrnconcludes demographic factors, media selection and advertisement objective influencingrnconsumer buying behavior in the Ethiopian private banking sector. Finally, we recommendrnprivate banks to focus on using broadcast media than others, persuasion advertisement objectivernto be more on persuasion, content attractive enough for educated, youth and middle agerncustomers.

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