The Effect Of Advertising On Consumer Purchase Decision The Case Of Baby Diaper

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 paper tried to investigate the relationship between advertising (advertising media, advertising message, source credibility, source attractiveness and product personality congruence) andconsumer purchase decision of baby diaper by tapping the responses of 380 respondents from four sub cities of Addis Ababa City Administration (Bole, Arada, Kirkos&Yeka). To achieve the objectives of the study, descriptive and explanatory research design were used. Data was collected through questionnaire from a sample of 380 purchasers of disposable baby diaper that were selected using convenient sampling method. The data collected from the questionnaire were analyzed using descriptive statistics (such as mean, standard deviation, percentage and frequency) and inferential statistics like correlation, and multiple regression analysis. The finding revealed that there are positive and significant relationships between advertising message, source credibility, advertising media and consumer purchase decision of baby diaper.The score of the coefficient correlation determination R2 is 0.655, which implies that there is quite significant explanatory power and also 65.5% variation on the purchase decision of baby diaper is caused by advertising message, source credibility, advertising media, source attractiveness and product personality match. Eventually, this study recommends appropriate actions for companies in refining their advertising strategies as a means of overcoming the stiff competition that prevails in the market, therefore, they can increase their sales volume and market share.