The Effect of Graphic Design, Product Availability and Competitor Performance on Customers' Brand Preference: The Case of BGI Ethiopia

Abstract

This study was conducted with an objective of Assessing effect of Graphic Design, Product Availability and competitor’s performance on product preference in the case of BGI Ethiopia. It assessed graphics design of BGI products, customer’s brand preference of BGI products and customer’s brand preference of competitor products. And test the relationship between graphic design, product availability, competitor’s performance and customers' brand preference. This study used both descriptive and explanatory research designs. Convenience sampling methods were used. Data were collected from primary sources through questionnaire and analyzed through both descriptive and explanatory methods. The descriptive analysis was conducted by using mean and standard deviation. On the other hand, explanatory analysis was conducted by using Pearson correlation method and linear regression method. The result indicated that competitor’s performance and product availability have positive and significant effect on customers brand preference of BGI products at significance level of 0.01. On the other hand Graphics design has negative significant effect on customer’s brand preference at significant level of 0.05. Competitor’s performance has the highest effect and followed by product availability. Based on the findings the researcher recommends that the company has to consider competitors and do better on promotion, design on the bottle of its products and product availability.