Branding and Its Impact on Consumer Buying Decision (In The Case of Bottled Water Consumers)
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Date
2021-05
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A.A.U
Abstract
General objective of this study is to examine the relationship between branding and consumer buying decision in the case of bottled water consumers in Ethiopia more specifically in Addis Ababa. Explanatory research design was applied using qualitative and quantitative approach.
Similarly, Target populations were taken from customers of bottled water in Addis Ababa, Ethiopia using gold E and D outlets, so information gained from the view point of other customers who uses other channel using conveniences sampling techniques. Data source were taken from secondary source (questionaries’ document, report. view). After conducting reliability and validity test of data analysis were done thought descriptive statistics in process of frequency, percentage, mean and standard deviations in prospecting of ethical considerations.
The results of this study indicated that Consumers purchase intentions of bottled water have a strong positive association with Perceived Quality and brand Awareness which medium contributions of purchase intentions can be enhanced by Associated class and brand visibility and Procurement practices & Distribution Networks as a result of their strong positive association with Consumers choice of purchasing bottled water in Ethiopia. The study also found that past purchase loyalty was not directly related to customer satisfaction or current brand preference and that brand preference is an intervening factor between customer satisfaction and re-purchase intentions.
It is recommended that the s managers all over the world should strive to promote the brand loyalty more to customer along with brand loyalty happening negatively appeared in order to contribute towards positive purchase intentions. In other hand, water Bottling share company in Ethiopia should bear in mind that new familiar brands created as a result of relatively lower creativity of the “health matters of societies” as roamer always says, overextension and lack of investment in developing brand equity and values.
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Keywords
Consumer Buying Decision, Bottled Water Consumers