DETERMINANTS OF CONSUMER BRAND PREFERENCE: THE CASE OF BOTTLED WATER BRANDS IN ADDIS ABABA

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