| Abstract: | The main purpose of this study was to examine the determinants of consumer brand preference in
the case of bottled water brands in Addis Ababa. The study mainly focused on the taste and
chemical composition, corporate reputation, availability, promotion, packaging on brand
preference. The study was employed both explanatory and descriptive research design approach.
The study was based on sample size of 201 respondents. The study was adopted stratified random
sampling technique. Primary data was obtained using self-administered questionnaires. Data was
analyzed using Statistical Package for Social Sciences (SPSS Version 20.0). All the questionnaires
received was referenced and items in the questionnaire was coded to facilitate data entry.
Inferential data analysis were done using multiple regression analysis. Based on the finding the
study concludes that there is a strong and a positive correlation with taste and chemical
composition, corporate reputation, availability, promotion, packaging on brand preference. The
study recommended that the managing of brands requires high level of multi-disciplinary efforts.
The crusade to promote a brand of bottled water was fruitless if the distributors and retailers that
serve as the interface between producers and consumers are not adequately trained to handle
water products safely |
