Influence of Advertising on Consumer Purchase Decisions for Kenya Tea Packers Limited Tea Products in Kisii County, Kenya

Advertising is a critical tool for shaping consumer perceptions and driving purchasing behavior. In Kenya, tea is deeply rooted in daily life, making effective advertising essential for brand success. This study investigated how advertising influences consumer purchase decisions for KETEPA tea products in Kisii County. The focus was on four key advertising methods: broadcast media, print media, outdoor advertising, and digital platforms. The study applied the AIDA, Hierarchy of Effects and Elaboration Likelihood models to understand the cognitive and emotional responses consumers have toward advertisements. A descriptive survey design was used, targeting 399 tea consumers selected through proportionate sampling. Data were gathered using structured Likert-scale questionnaires, with validity and reliability confirmed through expert reviews, a pilot study, and Cronbach's alpha values above 0.7. Analysis was conducted using SPSS Version 28, involving descriptive and inferential statistics. Findings showed that broadcast media had the greatest influence on purchase decisions (β = 0.376), followed by digital (β = 0.328), outdoor (β = 0.295), and print advertising (β = 0.241). Combined, these forms of advertising accounted for 65% of the variation in consumer decisions (R² = 0.650). The study recommends increased investment in broadcast and digital media, especially to reach younger audiences, strategic placement of outdoor advertisements for visibility, and continued use of print media for credibility. It also suggests future research to examine long-term advertising effects and responses across different consumer segments in Kenya's tea market.