The Influence of Advertisement on Consumer Buying Behavior: in Case of Aqua Dire Mineral Water Plant, Dire Dawa City

Promotion has vital role to announce the organizational product and service to increases the volume of sales in today’s competitive business world. As an integral part of the promotional mix tools, advertisements play a crucial role in affecting taste and preference of consumers’ choice. The general objective of this study is to establish the influence of advertising on consumer buying behavior by focusing on Aqua Dire factory. The study used descriptive method of research design and relied on primary and secondary source to collect the data to achieve its objectives, the target population of the study was the consumers of the company. Purposive and convenience sampling techniques were used to distribute the questionnaire to 384 respondents. The major findings of the research were that the characteristics of advertisement (independent variables) were strongly and positively correlated with consumer buying behavior (dependent variable) and except Memorable advertisement which is insignificant all the other independent variables (Impressive, simple to understand, attention grabbing, memorable, creative and honest) contribute statistically significant. Among the independent variables’ attention-grabbing advertisement (r=0.906) have a highest strong relationship with consumer buying behavior. Another important finding of the thesis was that social media was the most important media outlet from which the respondents became aware of Aqua Dire products. Finally, it was recommended that in future advertisement campaigning Aqua Dire can entice more consumers by focusing on attention grabbing and creative advertisement. In addition, the outlay in an advertising campaign should not be just viewed as an expense but rather as an investment too.