Antecedents for Brand Preference on the Consumption of Electrical Material (The case of Excel Commerce Company)

Abstract

All Electrical material consumers have their own antecedent for brand preference. The objective of this study was to analyze the underlying Antecedent for electronics material in the Excel Company in Addis Ababa. The independent variables included in this study are price, product quality, advertisement, and brand name awareness; while Antecedent for brand preference is the dependent variable. A number of Excel commerce customers in Addis Ababa asked using questionnaire based on Likert type scale to collect information from the respondents in the city of Addis Ababa. The data analyzed using descriptive statistics, ANOVA, two tailed t- test and multiple regression. The findings of the study showed that among the independent variables only product quality and advertisement are significant in determining antecedent for brand preference of electrical material in excel company. Particularly Samsung, LG and Sony electronics brand found to be the most preferred brand among all electronics brands available in excel commerce. Antecedent for brand preference is important in the sector therefore the company should design their brand strategy by mainly focusing on product quality and advertisement.