THE EFFECT OF BRANDING ON CONSUMER BUYING BEHAVIOUR IN THE CASE OF ADDIS ABABA BEER CONSUMERS

Abstract

Branding is an important concept in consumer buying behavior and it is a crucial factor influencing the purchasing of product. The main purpose of this study is to explore the impact of branding on consumer buying behavior in case of Addis Ababa beer consumer. The target populations of this research were people from sections of Addis Ababa. The study adopted a quantitative researcher design. Questionnaires were distributed to 246 customers by using convenience sampling technique and 240 were properly completed and returned. Both primary and secondary data was used in the study. Moreover, structured questionnaires was used to gather relevant information and The data were analyzed by using SPSS (statistical package for social sciences) and presented through descriptive, correlation, and regression analysis. The study come up with branding has a significant effect on consumer buying behavior. The study revealed that the four dimensions of branding that is, brand awareness, brand loyalty, brand association and perceived quality have positive and significant relation with customer buying behavior. The study recommend that branding is very vita to attract and retain customers; therefore, continues improvement must be maintained at all times on brand awareness, brand loyalty and brand association as well as Product quality that meet consumer buying behavior.