Does Advertisement Matters in Beer Brand Preference? Case Study in Ambo Town, Oromia, Ethiopia

Abstract

Every beer brands use advertisement as a major weapon to overcome the fierce competition. The study aims to explore the effect of advertisement on consumers’ beer brand preference in Ambo town Oromiya region Ethiopia. Four variables namely advertising media, source of advertisement, and characteristics of advertising messages and language of advertisement were used as independent variables, while brand preference was used as dependent variable. A total of 362 respondents were selected using judgmental sampling technique. The structured questionnaires were used to collect primary data. Data were analyzed using descriptive and inferential statistics. The finding revealed that there is positive and significant relationship between advertising media, source of advertisement, characteristics of advertising messages, type of advertising language and beer brand preference. Among advertising medias, TV is the most influential whereas outdoor advertisement has low influence in beer brand preference. Appropriate actions like upgrading attractiveness of the advertisement, making advertisement message and content persuasive, and use advertisement by understandable languages are indispensable. Further, companies need to refine their advertising strategies as a means of overcoming the intense competition that exist in the market so that they can increase sales volume and market share..