Assessing the Impact of Advertisement on Brand Preference of Beer Products: In Case of Adama City, Ethipioa

Abstract

Measuring the impact of advertisement in consumers brand preference is very essential for every marketer. Advertisement does not create any positive change in consumers’ brand preference; all resources such as money, time, and effort spent on advertisement will go in vain. The study aims to explore the impact of advertisement on consumers brand preference in the beer brand market in Adama city. The structured questionnaires were used to collect primary data from 384 respondents, out of which 346 valid questionnaires were collected and analyzed. These respondents were selected by using stratified probability sampling method. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. The finding revealed that there are positive and significant relationships between advertising media, source of advertisement, characteristics of advertising messages and brand preference of beer. Even though it has high influence in overall view, among advertising media TV is the most influential media in brand preference of beer in Adama city context. Eventually, this study recommends appropriate actions for companies in refining their advertising strategies as a means of overcoming the intense competition that exist in the market, therefore, they can increase their sales volume and market share.

Keywords: Advertisement, brand preference, source of advertising, advertising Media, characteristics of advertising message.