| Abstract: | The primary objective of advertisers is to reach out to consumers and influence their awareness,
attitudes, and purchasing behavior. Research has shown that advertising can significantly impact
consumers' preferences for specific brands. However, there has been limited research on how it
affects the behavior of young consumers in the beer industry. This study aimed to investigate how
advertising influences young people's purchasing decisions for Harar Beer, employing both
explanatory and descriptive research methods. A total of 384 youth customers of Harar Beer
participated in three entertainment events in Addis Ababa. The sample size was determined using the
single population proportion formula with a 95% confidence level, 5% margin of error, and
assuming a proportion of 50%. Data collection utilized a structured questionnaire and interview
checklist with a stratified sampling technique. The research instruments underwent validity testing,
pretesting, and reliability assessment. Data analysis included descriptive statistics, a correlation
matrix, and multiple linear regression. The survey achieved a high response rate of 93.98%,
collecting 310 questionnaires from youth customers of Harar Beer in Addis Ababa. The findings
indicated that exposure, awareness, attitude, perception, and brand loyalty significantly influence
youth customers of Harar Beer. Therefore, the study concludes that these factors collectively
contribute to the behavior of young consumers. The report recommends that breweries focus on
building trust and loyalty through their beer products to meet the needs of young consumers. It
emphasizes the importance of confidence in data control and privacy for breweries. Based on this
study, advertisements for Harar Beer should incorporate persuasion, attention-grabbing elements,
and relevant content to effectively target young consumers. |
