THE EFFECT OF PROMOTION MIX ELEMENTS ON BRAND PREFERENCE TOWARDS PACKAGED BABY FOODS: THE CASE OF CERIFAM BRAND OF FAFFA FOOD S.C., ADDIS ABABA

Abstract

This study sought to investigate the effect of promotion mix elements on brand preference towards packaged baby foods: the case of Cerifam brand of FAFFA Foods S.C., Addis Ababa. Quantitative approach along with explanatory research design was applied. Customers (mothers in this case) of Cerifam brand products were taken as study xi population. Convenience non-probability sampling was applied to select the targeted respondents from the targeted sampling frame. The calculated sample size counted 385 respondents, of which 305 usable responses were collected through self-administered questionnaire adopted from previous study. These primary data, collected through questionnaire, were coded and analyzed with the help of SPSS 21.0. The Results of the findings revealed that all promotional mix dimensions, showed positive and significant relationship with brand preference in the context of Cerifam customers in Addis Ababa. It also endorsed that all independent variables had positive and statistically significant effects on consumer brand preference. Specifically, Word-of-Mouth Publicity also had relatively the highest effect on Cerifam brand preference by the respondents next to advertising. It is evidenced that mothers are more conscious on their baby’s concern for the sake of their safeties and wellbeing. They are prone to believe the information from previous users, families and friends in particular. This leads to increase the influence of word-of-mouth promotion on purchase decision of products and services. Thus, one can concluded that word of mouth had strong positive effect on mother’s choice of packed bay foods in Addis Ababa. Marketing managers should consider and exert more efforts on these variables so as to increase customer brand preference