Media Advertising and Consumers' Buying Behavior in Banking Industry

This study looked at the impact of media advertising on consumers' buying behavior in the banking sector—specifically, the case of Anbesa Bank. Media Advertising parameters which are broadcast media advertisement, Print media advertisement, outdoor media advertisement and Covert advertisement identified as the independent variables were adopted from [1], the dependent variable was determined to reflect consumer buying behavior. The research design used in the study was explanatory. Using a simple random sampling technique, 260 Anbesa Bank clients in Addis Ababa city provided the study's data. Structured questionnaires were utilized to collect pertinent data and SPSS (Statistical Package for Social Sciences) software was used to analyze the data. Descriptive, correlational and regression analysis approaches are employed to display the data. The study conclusion demonstrated that all forms of media advertising have a positive influence on consumers' purchasing decisions.