THE EFFECT OF BRAND IMAGE ON CONSUMERS BUYING BEHAVIOR IN THE CASE OF CASTEL BEER

Abstract

Using a measurement of brand equity, brand image and consumer buying behavior have been studied, this study aimed at evaluating the effect of brand image on consumer buying behavior; in the case of Castel beer. The introduced conceptual model adopted from Young and Rubicam, (2001) brand asset valuation model was tested by using questionnaire instrument with 32 items excluding the general information. In the context of the study, the relationship between brand image dimension (Brand Differentiation, Brand Relevance, Brand Esteem and Brand Knowledge) and consumer buying behavior has been analyzed using Pearson’s Correlation. Moreover, to indicate the influence of brand image on consumer buying behavior multiple liner regressions analyses was used. Probability sampling approach particularly stratified sampling technique was used to select the five territories of BGI Ethiopia in Addis Ababa as the strata and non-probability sampling method has been used to select sample size of 384 respondent consumers of Castel beer. The study use SPSS 2000 version to analyze the data from questionnaires’ for the descriptive analysis of (frequency of general responses, general information of respondents, mean & standard deviation), and for inferential statistics of (Pearson correlation analysis and multiple liner regressions). The correlation results of the study shows that, brand image variables have significant and positive relationships with consumer buying behavior, and Brand image has significant impact on buying behavior of the consumer according to the regression test. The study recommend the case company BGI Ethiopia to keep up differentiating Castel beer using its brand relevance and Esteem. Moreover the company needs to work on consumer’s knowledge of the brand. Finally, the study suggest directions for further research areas.