Browsing by Author "Rahmet Ali"

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    Challenges and Opportunities of Female Students in Secondary Schools of Gulele Sub City, Addis Ababa
    (Addis Ababa University, 2018-06) Rahmet Ali; Hussen Khedir
    The major objective of this study was to assess the challenges and opportunities of female education in secondary schools of Gulele sub city in Addis Ababa. To achieve this, a descriptive survey method was used. Secondary schools (eight in number) of the sub-city were selected using suitable sampling method. Questionnaire for teachers and female students, structured interview forms for directors and vice-directors and written document review were used as data collection instruments. The study included a total of 231 female-secondary students, 170 secondary school teachers and 8 directors and 8 vice –directors. In analyzing and reporting the result, percentages were used. The major findings revealed that the challenges of female students’ education such as family’s educational and economic backgrounds, shortage of instructional materials for academic performances, burdens in domestic activities, lack of female oriented training etc., negatively affected the participation of female students in the secondary schools. Thus, to raise the opportunities of Gulele Sub City Secondary Schools the sub city Education Training Office should try to create awareness on how to improve the problem of work load at home on female students by using different methods, to decrease the effect of distance from home to school and other related challenges the city government should build more secondary and preparatory schools in the sub city. The school administration and teachers should set solid program to train the students so as to decrease social media’ impact, etc.
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    The Effect of Brand Image on Consumers Buying Decision: In the Case of Astrazeneca Bio Pharmaceutical Company
    (Addis Ababa University, 2024-10) Rahmet Ali; Mulugeta Gebremedhen (PhD)
    This study investigates the effect of brand image on consumer purchase decisions within the context of AstraZeneca's bio pharmaceutical products. Conducted in Addis Ababa, Ethiopia, the research focuses on medical professionals who purchase medicines from AstraZeneca. Utilizing a survey questionnaire, data was collected and analyzed using descriptive statistics, correlation, and regression analysis. The descriptive analysis revealed that, the mean score for consumer purchase intention was above 4.00 on the Likert scale, indicating high purchase intention forv AstraZeneca products. The correlation analysis showed that all independent variables positively correlated with the dependent variable. Regression analysis further confirmed the significant impact of brand image variables on consumer purchase decisions. Specifically, brand competence had a strong and positive effect (p-value = 0.001; β = 0.715), followed by brand association (p-value = 0.015; β = 1.42), and brand personality (p-value = 0.03; β = 0.81). Conversely, brand identity (p-value = 0.92; β = 0.04) and brand attitude (p-value = 0.351; β = 0.047) did not have a statistically significant impact on purchase decisions. The coefficient of determination (R-square) was 0.562, indicating that 56.2% of the variance in consumer purchase decision is explained by the brand image variables. The study concludes that AstraZeneca should prioritize enhancing brand competence, strengthening positive brand associations, and developing a distinctive brand personality to improve consumer trust and drive purchase decisions. Recommendations include investing in research and development, maintaining stringent quality control, engaging in effective communication and CSR initiatives, and collaborating with healthcare professionals. These strategies are essential for AstraZeneca to achieve better consumer engagement and loyalty in the competitive pharmaceutical market. Key words: brand image, brand identity, brand personality, brand association, brand attitude, brand competence, consumer purchase intention.