FACTORS UNDERLYING BRAND PREFERENCE OF CONSUMERS THE CASE OF BOTTLED WATER BRANDS IN ADDIS ABABA

Abstract

The researcher tried to examine the factors underlying consumer’s preference towards bottled water brands in Addis Ababa. The study used a conceptual model adapted and modified from Kotler et al. (2005). A quantitative research design was applied to research the causal relationship of the independent variables (product quality, price, packaging, advertising, availability, promotional activity and brand name awareness) to that of consumers brand preference. A Judgmental sampling with convenience sampling technique was used to contact the sample respondents. Applying a structured questionnaire written in English and Amharic the researcher distributed to 423 peoples. Descriptive and inferential statistics analysis was performed using SPSS version 21 software. The finding shows that product quality, packaging, advertising and brand name awareness have a significant and positive affect on consumer’s preference towards bottled water brands in Addis Ababa. The study also revealed that people from different demographic background have different perception about the factors considered to affect brand preference towards bottled water products in Addis Ababa. Consumer are value driven when deciding to purchase the same product therefore marketers must dig deep in order to find out which factors do consumers consider the most in their evaluation of a brand.