Factors Affecting Brand Awarness: A Case Of Flintstone Homes
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Date
2017-06-21
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Addis Ababa University
Abstract
The main aim of this research was to assess the factors that influence brand awareness a case of Flintstone homes.Three determinants: Advertising, Brand Association and Perceived Quality have been kept in mind while doing this research. The study used quantitative Methods and descriptive research design techniques in which 138 respondents from Addis Ababa were included. In this study structured questionnaire for customers identified through convenience sampling was used. The researcher used Pearson’s correlation and regression analysis to analyze the data. The result of the study shows that all three variables; Brand Association, Product Perceived Quality and Advertising have a significant positive impact on brand awareness on a case of Flintstone homeswith different degree.
The study recommended that the developer to increase its brand awareness level it shall advertise its brand widely in a very consistent and structured manner so that the customer interest arose, to stay in customer mind as well as to create a good Brand Association and Perceived Quality. Further studies were recommended in the areas by considering additional variables and considering real-estate industry at large.
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Keywords
Flintstone Homes, Real-estate, Brand Awareness