The Effect of Brand Image on Consumers Buying Decision: In the Case of Astrazeneca Bio Pharmaceutical Company
| dc.contributor.advisor | Mulugeta Gebremedhen (PhD) | |
| dc.contributor.author | Rahmet Ali | |
| dc.date.accessioned | 2025-07-30T10:13:12Z | |
| dc.date.available | 2025-07-30T10:13:12Z | |
| dc.date.issued | 2024-10 | |
| dc.description.abstract | 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. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/5835 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Effect of Brand Image on Consumers Buying Decision: In the Case of Astrazeneca Bio Pharmaceutical Company | |
| dc.type | Thesis |