FACTORS AFFECTING BRAND CHOICE OF LUBRICANT BUYERS IN ADDIS ABABA, ETHIOPIA

Abstract

Customers consider certain attributes before purchasing any product and the choice depends on different defining variables to select the preferred one. The purpose of this study was to identify factors affecting brand choice of lubricant buyers in Addis Ababa. The defining variables included in this study were in view of brand image, price, performance and availability in the market. A sample of 400 lubricant buyers were selected using convenience sampling technique to distribute structured questionnaire. Based on the theoretical framework and objectives of the study 23 items were provided in a 5-point Likert scale to the respondents. The scale was used to elicit information from the sampled respondents in the city of Addis Ababa. Out of the distributed 400 questionnaires, 348 where returned correctly and used in the research work. The results of the study showed that most of respondents were influenced by brand image to choose the lubricant among the available ones. The study revealed that brand image, price, performance, and availability make a significant and positive contribution to lubricant brand choice of consumers in Addis Ababa. Hence, those who are engaged in marketing lubricants can refer influencing factors which were significant and can be used to make marketing strategies based on the findings.