Abstract
The primary objective of this study was to examine determinants of pasteurized milk brand preference of Addis Ababa milk brand customers. In order to find out the determinants of milk brand preference, the study considered three factors namely Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics. These factors had sub elements which included thirty three dimensions. To assess these factors´ influences on brand preference, a sample size of 416 respondents were selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study 30 items were provided in a 5 point Likert scale to the respondents. The gathered data was analyzed by descriptive and inferential statistics. The researcher used Pearson correlation and regression analysis to analyze the data. The result of the study shows that all the three variables, that is, Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics have a significant positive impact on pasteurized milk brand preference.
Highlights
The dairy sector in Ethiopia is continually growing over the last one to two decades given the large potential for dairy development in the country, the expected growth in income, increased urbanization, and improved policy environment [1]
The result of the finding shows a positive and significant relationship between three determinant factors dimensions (Marketing Stimuli, psychological factors and consumers’ personal factors) to milk brand preference. From this it pertinent to conclude that independent variables i.e Marketing Stimuli, psychological factors and consumers’ personal factors have the power to determine the customer milk brand preference in the city. ii
Multiple regression analysis shows that in consumersbrand preference in Addis Ababa city, 65.3 percent variance in consumersbrand preference can be attributed to the three factors used in this research study
Summary
The dairy sector in Ethiopia is continually growing over the last one to two decades given the large potential for dairy development in the country, the expected growth in income, increased urbanization, and improved policy environment [1]. The main source of growth is expected to be the growth in demand for dairy products. It has become very important for industry players to understand the consumers well to enable them design effective strategies that are useful in winning customers. Many variables can influence consumers’ buying behaviour It becomes very tricky for a manager to predict the products that consumers are going to buy and the quantities they would buy in a given period of time. Consumers seek benefits to meet their needs; marketers have to bring out benefits that are in their products in order to appeal to customers more effectively [2].
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