The Impact of Branding on Consumers Buying Behaviour Of Packed Food Products In Case Of Bola Sub-City

Abstract

The general objective of the study is to determine the effect of branding on consumers‟ buying behaviour of packed food products within the bola sub-city Addis Ababa Ethiopia. The study adopted a quantitative researcher design. Data for the study were gathered from primary and secondary sources. The study employed stratified sampling method which is a probability sampling method. The convenience method is applied to select 384 respondents to administer the ix questionnaires. The data were analysed using SPSS and Microsoft Excel. The study discovered that an unprecedented majority of the respondents had adequate knowledge on these branding dimensions. Although some respondents acknowledged that branding is about name, logo, coverage image or designee, motto and slogan. A whopping majority seem this as combination of all the above. The study had also discovered that branding has a significant association with branding and customer buying behaviour. The study revealed that brand loyalty has positive and significant association with customer buying behaviour. Brand image also has positive and significant association with customer buying behaviour. Finally, brand awareness and brand association has positive and significant association with customer buying behaviour. The study is therefore recommending that packed food manufacturers conduct regular scientific studies to identify measure to improve and sustain their brand. These could be customer survey on the particular brand or brand performance assessment. Moreover, customer behaviour is very vita in to attract and retain customers especially in the food processing business environment where competitions among firms are very intensive and unabated.