Factors Affecting the Brand Preference for Imported Tire
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Date
2022-06
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Addis Ababa University
Abstract
The purpose of this paper was to examine the factors that influence consumers’ brand preference for imported tires in Addis Ababa. A quantitative research approach and structured questionnaires were used in this study. To achieve the objectives, a set of questionnaires was created and distributed to 384 respondents via convenience sampling technique, with 297 completed questionnaires qualifying for analysis. Both primary and secondary data were explored. Moreover, five important factors i.e., price, promotion, reference group, perceived quality, and country of origin were the independent variables that affect the dependent variable (brand preference). Data analyzed through descriptive (mean & standard deviation) and inferential (correlation & multiple regressions) analysis were employed. Based on the analysis the result shows that price, reference group, and quality have a significant effect on the brand preference of imported tires. Among all, the most important factor is the reference group followed by price and perceived quality. The study suggested that the tire manufacturers should consider the above-mentioned factors to increase the market opportunity.
Key words: Brand preference, imported tire, Brand awareness, Brand knowledge, Addis Ababa