FACTORS INFLUENCING BOTTLED WATER BRAND CHOICE IN THE CASE OF CONSUMERS IN ADDIS ABEBA

Abstract

This study was aimed at identifying the factors influencing bottled water brand choice in the case of consumers in Addis Ababa. To achieve this purpose, a mixture of descriptive and explanatory study design was adopted and data were collected through close ended questionnaire from a sample size of 384 employees. A non-probability convenience sampling was used. The collected data was analyzed with statistical measures such as descriptive, correlation and multiple regression analysis. The study result indicate the correlation between brand availability was found to be positive and strong (r = 0.876, p<0.01). Similarly, advertisement has a positive and strong association with brand choice (r=0.867, p<.001). And 74.1% of the variation accounted for the brand choice was due to the combined effect of brand availability, advertisement, packaging, brand price, brand image, brand quality). Further the regression result indicates that brand availability (=0.411, P<0.05), advertisement (=0.376, P<0.05), packaging (=0.352, P<0.05) and brand image (=0.301, P<0.05) were relatively the major determinant factor affecting the brand choice of customers. Based on the above findings it is recommended that management of manufacturers form has to strongly work on their distribution to ensure consistent availability of their product, they are also advised to increase frequency of their advertising, design persuasive ads, they also should build strong quality control system to maintain the quality of their product, finally they should have set affordable price.