Browsing by Author "Alemayehu Seifu"

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    Bottled Water Consumers’ Perception in View of Brand Equity Dimensions
    (Addis Ababa University, 2016-06) Alemayehu Seifu; Waktola Gemechu
    Although the Ethiopian Bottled water producing different bottled water brands has been booming fast in a less than a decade time, the types of brands penetrated in the market, the state of the brands in the consumers’ mind have become the prime concern of business owners. The Purpose this research study aims to test the bottled water customers’ perception in view of brand equity dimensions, which are Brand Awareness, Brand Association, Brand Perceived Quality, Brand Loyalty and other proprietary assets and how these dimensions are influencing brand building in the customers’ mind in Addis Ababa Market through the application of a well-known conceptual framework of brand equity model developed by Aaker. As to the methodology, design and approach, the sampling techniques used, sample size was selected to be 134 and data gathered from randomly selected respondents and analyzed on the bottled water brands towards, assessing the perception of consumers on the dimensions of brand equity. The findings revealed that the customers’ perception is highly influenced by Brand Perceived Quality followed by Brand Awareness. The study concluded that Brand Perceived Quality is the influential dimension than the other dimensions of brand equity. Besides, recommendations were given for the managers to give priority to those influencing brand equity dimensions in line with the customers’ perception while most companies go through different marketing activities. Key Words: Brand Equity, Brand Awareness, Brand Association, Brand Perceived Quality and Brand Loyalty
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    Reproductive Health Needs of Urban and Rural out of School Adolescents in East Gojjam: a Cross-Sectional Comparative Study.
    (Addis Abeba Universty, 2001-12) Alemayehu Seifu; Mesganaw Fantahun
    A cross sectional comparative study involving adolescents aged 10-19 years was carried out in East Gojjam in May 2001 to assess reproductive health needs of rural and urban out of school adolescents. A total of 12 kebeles were selected from four woredas by cluster sampling. A modified random walk method was used to identify households. Data were collected from a total of 1001(96.3%) adolescents, of which 51% were from rural areas and 57% of the participants were females. About 60% of them were found to be illiterate. Out of the respondents 45% of them reported they had started sex already. The mean age at first sex was much lower than several previous studies. Moreover, 47% of the sexually active claimed to have more than one sexual partner. Though, knowledge on modern contraceptives and STD and HIV/AIDS seems good, 78% and 84% respectively, several misconceptions abound. Most of the study subjects belief that they are invulnerable for HIV. Only 21% and 13% of the sexually active reported to have ever used contraceptives and condoms respectively. Sexual activity was significantly higher among rural adolescents even after controlling for potential confounding variables, OR=3.0, 95%CI (1.9, 6.2). However, modern contraceptive use was ten times lower among rural adolescents in relation to urban, (OR= 0.10 95%CI = 0.04, 0.3). Forty three percent of the sexually active female adolescents had ever been pregnant, of which about 15% had a history of abortion. Despite having all these health problems, only 8.7% of the participants had visited health institutions in three months prior to the study, of which 70% of them were urban dwellers. Based on these findings, it can be concluded that the majority of adolescents had incomplete knowledge and most of them particularly those from rural areas were found to be at greater risk of reproductive and sexual health problems including HIV. Finally, programs that comprise both promotional activities and reproductive health services that could serve the hard to reach out of school adolescents should be designed and implemented as a matter of priority.