Efect Of Media Advertising On Costomers'Brand chice The Case Of Wegagen Bank S.C InJimma City

Abstract

The aim of this paper is to research the impact of Media Ads on consumer brand choices by taking evidence from customers of Wegagen Bank in Jimma town. The research was analyzed the relationship between bank customers ' dependent variable brand preference decisions and the independent variables of ' Media Advertising styles, consumer perception and consumers buying behavior. The data was analyzed and presented using descriptive statistical tools (SPSS).The researcher chooses participants from Bank customers. A ended structured questionnaire was sued to collect data, the total population was 29,085 and the total sample size 320 were selected using convenience sampling techniques.. The study was found that WB uses advertising strategies namely printing, broadcast, outdoor and social media. Through those advertising strategies have been able to attract more consumers. The findings of the study showed that descriptive were consistent as both objective of advertisement and broadcast media assumed higher effect on consumers buying behavior. Accordingly, the study concludes demographic factors, media selection and advertisement objective influencing consumer buying behavior in the WB. Finally, I recommend WB to focus on using broadcast media than others, persuasion advertisement objective to be more on persuasion, content attractive enough for educated, youth and middle age customers.