THE EFFECT OF BUSINESS MARKETING OFFERS ON BRAND IDENTITY: THE CASE OF INDUSTRIAL CHEMICAL MANUFACTURERS IN ADDIS ABABA

Abstract

This study sought to investigate business marketing offers on brand identity in the case of industrial chemical manufacturers in Addis Ababa. Quantitative research approach along with explanatory research design was applied. A total of 238 employees of bottled water factories were taken as a study population of which 150 sample respondents were selected through stratified random sampling technique. Self-administered questionnaires were distributed to the targeted respondents and collected a total of 136 usable responses used for analysis. The collected primary data were coded and analyzed with the help of SPSS 21.0. The findings showed that all dimensions of business marketing offer namely product, service, logistics, adaptation and advice offers had positive relationship with brand identity. Product offer caused relatively the highest effect on brand identity followed by advice offer while service offer was found to be the least determining factors. It can be concluded that business marketing offers are good predictors of brand identity in the course of building unique and strong brands in the context of industrial chemical manufacturers in Addis Ababa. Thus, firms are recommended to enhance their business marketing offers to differentiate their brand identity.