Customers' Attitude Towards Boycotting Pepsi a Case Study on Addis Ababa
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Date
2004-07
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A.A.U
Abstract
Customers' attitude plays an important role in determining the success. failure or the
pace of the business. Customers' attitude plays an important role not only towards the
products or brands of the company but also towards the company and the personalities
around the company. If the customers develop a negative attitude towards the
products or the company. it will be very difficult for the company to cope with such
situation.
The objective of the study was to assess the customers' attitude towards the boycott of
Pepsi as a reaction to AI-Amudi’s support to EPRDF in terms of his popularity.
accusation of foreign citizenship. Publicity or the support, the existence of substitute
products. the elect ion result and possible appeal by the leaders of opposition parties.
The method used in conducting the study is descriptive survey where 150
questionnaires were prepared and distributed to the respondents who are residents of
Addis Ababa. The questionnaires contained fifteen statements in which respondents
were required to tick one of the checkboxes as per Liker scale. The data collected
were tabulated and analyzed using Weighted and table mean values.
The result is that popularity of the businessman, the publicity of hi s support through
media and the existence of substitute products (Coca) strengthened customers'
attitude towards the boycott. The accusation of his foreign citizenship didn't affect the
attitude towards the boycott. The election result is expected to affect the attitude while
the possible appeal by the leaders of opposition parties to stop the boycott is expected
to have no effect for the majority of the respondents while a significant number
though not majority expect the appeal to have effect on the termination of the boycott.
And recommendations are drawn accordingly.
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Keywords
Attitude Towards Boycotting