Factors Affecting Consumers` Brand Preference of Electrical Cable Products in Addis Ababa, Ethiopia

Abstract

The main objective of this study is to examine the Factors affecting consumer electrical cable preference for foreign producer versus local producer brand specifically in Addis Ababa. Factors such as brand name, price, durability, advertisements, packaging, availability, ser-vice quality and social value were used as independent variables. Sample sizes of 281 struc-tured questionnaires were distributed to electrical cable products consumers to elicit infor-mation from the sampled respondents in the city of Addis Ababa. Convenience sampling technique was used to select he 281 samples. The data collected using a structured five point Likert scale was analyzed using descriptive statistic and inferential statistics was used. De-scriptive statistics was used to summarize data related to general information and inferential statistics including correlation and regression analyses was employed to determine the rela-tionship among study variables. Brand name, price, durability, advertisements, packaging, availability, service quality and social value showed a significant and positive contribution to electrical cable brand choice of consumers in Addis Ababa. The findings of the study also showed that Most of respondents were influenced by brand image to choose from electrical cable products available in the market. Local electrical cable products were more preferred brands as compared to foreign brands imported into Ethiopia. Finally, local electrical cable producers are recommended to concentrate on popular brand names and well-designed elec-trical cable products that will elicit customer interest and promote Company Good Will.