Consumers’ Perceptions and Purchase Intention towards Bottled Water in Addis Ababa, Ethiopia
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Date
2014-06
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Addis Ababa University
Abstract
This research focused on factors that may influence consumers’ intention to purchase bottled water in Addis Ababa. Factors examined are intrinsic factors (i.e. perceived quality, perceived risk and perceived value) and extrinsic factors which include perceived price, packaging, advertisement and store image. All responses were collected by using questionnaire through convenience sampling (n=250). Data was analyzed to obtain descriptive statistics, comparing mean analysis (i.e. independent t-test and ANOVA) and other analyses (i.e. correlation analysis and multiple linear regressions). According to the study findings, five factors: packaging, perceived quality, perceived value, perceived price and advertisement were identified as critical factors that consumers of bottled water products perceive to be important in influencing their purchase intention towards bottled water products. However, the influences of packaging and perceived quality, in their purchasing decision, were more important than the other factors. The study also finds out that perceived risk and store image have no significant effect on consumers purchase intention of bottled water products in Addis Ababa. The Finding of the study also shows that there is a significance difference between consumers of bottled water products who belongs to different age groups with regard to packaging and store image. Perceived quality, perceived price, packaging and store image perceived differently among different respondents with different income group. Those respondents who have a larger family size give more attention to perceived value when they buy bottled water products. This result indicates that value is perceived to be important in forming purchase intention by female consumers than male bottled water consumers
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Keywords
bottled water products, consumer perception, purchase intention