Volume 5, Issue 2, March 2019, Page: 7-13
Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia
Betelhem Hailu, Marketing Management, Ethiopian Meat and Dairy Industry Development Institute (EMDIDI), Ethiopia
Received: Feb. 27, 2019;       Accepted: May 20, 2019;       Published: Jun. 12, 2019
DOI: 10.11648/j.ebm.20190502.11      View  204      Downloads  43
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.
Brand Preference, Pasteurized Milk, Marketing Stimuli, Psychological Factors, Consumers’ Personal Characteristic
To cite this article
Betelhem Hailu, Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia, European Business & Management. Vol. 5, No. 2, 2019, pp. 7-13. doi: 10.11648/j.ebm.20190502.11
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