The Effect of Brand Image on Customers Purchase Decision: The Case of Zenebe Ferew Real Estate
| dc.contributor.advisor | Mesfin, Tewodros (PhD) | |
| dc.contributor.author | Mengesha, Sisay | |
| dc.date.accessioned | 2021-04-27T08:00:31Z | |
| dc.date.accessioned | 2023-11-04T14:09:12Z | |
| dc.date.available | 2021-04-27T08:00:31Z | |
| dc.date.available | 2023-11-04T14:09:12Z | |
| dc.date.issued | 2016-06 | |
| dc.description.abstract | The purpose of this paper is to determine the effect of Brand image on customers purchase decision at zenebe ferew real estate. A structured questionnaire was developed. The hypotheses were also tested on a sample of 212 customers out of 225 distributed, giving a valid response rate of 94.2% percent. The questionnaires were analysed using Cronbach Alpha, descriptive statistics, correlation & regression. The application used to analyse and examine the hypotheses is the Statistical Package for Social Sciences (SPSS) V.22. The findings of independent variable of descriptive statistics has shown that, the mean score of brand image variables i.e brand relevance, brand differentiation, brand esteem, brand knowledge has been 3.97, 3.96, 4.00 & 4.08 respectively. All selected dimensions of brand image independent variables have a significant correlation with the dependent variable “consumer purchase decision making” with 95% confidence interval & at 0.05 p-value, by scoring a Pearson Correlation Coefficient “R-value” value of 0.610**, 0.678**, 0.416** & 0.384** respectively. In this case relatively brand differentiation had a higher strong relationship with consumer purchase decision than the other three independent variables & the linear combination of brand image predictors’ (independent variables) explains 59.8% of the variance in customers’ purchases decision. In addition to correlation analysis, further regression analysis was also conducted and the result indicates that all the selected dimensions of brand image have significant relation with consumer purchase decision. Finally, The results are useful in identifying brand image focus areas to help the zenebe ferew real estate marketing strategy. As evident from the finding section that, zenebe ferew real estate is recommended to fully implement brand image dimensions effectively to attract customers that make purchase decision and to increase the sales volume. Brand image is one of the competitive advantage area for zenebe ferew real estate to remain competitive in such a vibrant, blurred and turbulent real estate industry. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26224 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | brand image | en_US |
| dc.subject | brand relevance | en_US |
| dc.subject | brand differentiation | en_US |
| dc.title | The Effect of Brand Image on Customers Purchase Decision: The Case of Zenebe Ferew Real Estate | en_US |
| dc.type | Thesis | en_US |