EFFECT OF ADVERTISING ON CONSUMERS¿ PURCHASE DECISION OF BABY DIAPER - Derese Alehegn - Bog

This study would be to the identify the effect of advertising on consumers¿ purchase decision of baby diapers in Addis Ababa . The general objective of this study was identifying the effect of advertising on consumers¿ purchase decision of baby diapers in Addis Ababa. Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This research would be tried to identify the relationship between advertising (advertising media, source credibility, source attractiveness and product personality congruence) and consumer purchase decision of baby diaper by tapping the responses of 384 respondents from sub cities of Addis Ababa City Administration (nefase selik lafto sub-city). Quantitative research approach would be applied to the study. Quantitative research method examines the relationship between variables and tests the hypothesis, descriptive and explanatory research design would be used. Data would be collected through questionnaire from a sample of 384 purchasers of disposable baby diaper that will be selected using convenienet.