| Abstract: | The study was aimed at exploring Factors Affecting Brand Choice of Sanitary Products (Diapers) In The Case Of Addis Ababa. To achieve this purpose, descriptive and explanatory study design were used to analyze the data collected through survey questionnaire from a sample size of 328 employees. A multistage sampling procedure was employed. Thus respondents were selected using convenience sampling method after the pharmacies and supermarkets were selected by a simple random sampling. The data collected was analyzed with statistical measures such as descriptive, correlation and multiple regression analysis. The study result indicate the correlation between brand availability and brand choice was found to be positive and strong (r = 0.967, p<0.01). Similarly, advertisement has a positive and strong association with brand choice (r=0.960, p<.001). And 96.9% of the variation accounted for the brand choice was due to the combined effect of advertisement, packaging, brand price, brand image, brand availability, brand quality). Further the regression result indicates that brand quality (=0.299, P<0.05), brand price (=0.247, P<0.05), advertisement (=0.241, P<0.05) and brand availability (=0.209, P<0.05) were relatively the major determinant factor affecting the brand choice of customers. Based on the above findings it is recommended that manufacturing firms’ management is advised to set price for its brand reasonably, consider their distribution networks; to guarantee level of product availability and increase frequency of the brand advertisement. |
