ASSESSING BRAND AWARENESS AND ITS EFFECT ON CONSUMER PURCHASING DECISION IN THE CASE OF DEGA BOTTLE WATER

Abstract

The purpose of this paper is to explore the effect of brand awareness on consumer purchasing decision of DEGA bottled water consumer in Addis Ababa. The study measured four measurements of brand awareness such as recognition, recall, top of the mind and dominant to measure the purchasing decision of DEGA bottled water. The researcher uses explanatory research design, among the various quantitative methods, the researcher used explanatory study, where emphasis is given on studying a situation or a problem in order to explain the relationship variables. Bottled water consumers selected based on random convenience sampling technique. 384 bottled water consumers are selected from the total bottled water consumer in Addis Ababa. The Pearson correlation test conducted between consumer purchasing decision and brand awareness, there is a strong relationship between them. The regressions result confirmed that, the linear combination of all the components of brand awareness consider under the present study was significantly contributed to the variance. The ANOVA test result also confirmed that, the prediction power of brand awareness is found to be statistically significant. From the beta coefficient result, the researcher obtained that, recognition is found to be the most important variable in predicting the dependent variable consumer purchasing decision, followed by top of the mind, recall and Dominant. Finally, the researcher concludes that in the case of DEGA bottled water consumer brand awareness has a significant positive effect on consumer purchasing decision.