| Abstract: | The main aim of this study was to examine the effect of Advertisement on purchase intention: in
the case of Anbessa Shoe Products with in Addis Ababa. The study was used Explanatory and
quantitative technique and describes quantitatively factors related to consumer purchase intention
of Anbessa shoe products.Advertisement which is the independent variable was a further sub
categorizing of understandability, memorability, credibility and originality and also the purchase
intention has been identifying as the dependent variable. The primary and secondary data of the
study were collected from the consumers using a five point like hart scale questionnaire and books,
journals, magazines, and others related published materials respectively. A total of 384
questionnaires were distributed of which 374 questionnaiere was properly filled and further
analyzed to used. The entire 374 questionnaire was used for analyzed by using of Statically
Package of Social Science (SPSS). From the total respondents, out of which 212 and 162 are male
and female respectively. To measure the reliability and validity of the study, the researcher was
used to analyzed by correlational and regression methods. The Pearson correlation coefficient
indicated that all the independent variables are correlated positively with the dependent variables.
Originality, understandability and memorability were found to be strongly correlated while
credibility is moderately correlated. Regression analysis was also applied and the results indicated
that all the aforementioned variables are significant. Among the independent variables originality
owned a highest beta score followed by credibility, understandability and memorability. Based on
the findings, a mathematical model of regression had been put forward and it is recommended that
the variables should be incorporated in advertisement campaign to design an effective
advertisement. Hence this research adds input to advertisement industry as well as to the
literatures of shoe marketing. |
