Factors Affecting Brand Choice Of Automobile Buyers In Addis Ababa
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Gemechu, Denaneso | |
| dc.date.accessioned | 2021-05-10T06:48:35Z | |
| dc.date.accessioned | 2023-11-04T14:09:53Z | |
| dc.date.available | 2021-05-10T06:48:35Z | |
| dc.date.available | 2023-11-04T14:09:53Z | |
| dc.date.issued | 2017-05 | |
| dc.description.abstract | Every customer in the market has his/her own brand choice. Customers consider certain attributes before purchasing products. The objective of this study was to identify factors affecting brand choice of automobile buyers in Addis Ababa. The variables included in this study are brand image, reliability, price, availability of spare part, safety, fuel consumption durability and social values of automobile. A sample of 400 automobile buyers was selected using convenience sampling technique with distributing structured questionnaire based on likert type scale was used to elicit information from the sampled respondents in the city of Addis Ababa. But 382 of them return correctly and within time. The data were analyzed using descriptive statistic to calculate general information of the respondent and inferential statistics to test like multiple regressions, normality, reliability, correlation and multicolinearity of data. The findings of the study showed that most of respondents were influenced by their brand image to choice the brands of automobile among available in the market. Particularly TOYOTA is found to be a top of mind and mostly preferred brands of all brands available in Ethiopia. The study revealed that brand image, reliability, price, availability of spare part and social values make a significant and positive contribution to automobile brand choice of consumers in Addis Ababa and the remaining variables like safety, fuel consumption and durability has no significant for brand choice of automobile in a city. Moreover, the study finding shows that, there is variation on brand choice based on respondent’s income level | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26373 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | brand choice | en_US |
| dc.subject | model of buying behavior | en_US |
| dc.subject | brand image | en_US |
| dc.title | Factors Affecting Brand Choice Of Automobile Buyers In Addis Ababa | en_US |
| dc.type | Thesis | en_US |