Determinants Of Buyers’ Brand Preference In The Real Estate Market A Case Study In Selected Real Estates In Addis Ababa
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Date
2020-06
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Addis Ababa University
Abstract
Brand preference is defined as the sum of unique assets captured by the consumers and measured by the brand strength experienced by the consumer (Anselmsson, 2008). This study is aimed to examine the determinants of buyers’ brand preference in the real estate market in Addis Ababa. To answer the objectives of the research stated primarily, explanatory and descriptive research design were implemented. 322 apartment buyers from selected real estates participated in the survey using purposive sampling while quantitative data was collected using structured questionnaires. 88% of distributed questionnaires were collected.322 of the questionnaires were valid for analysis and it accounts 85% from the total sample size. descriptive and inferential analysis were used to analyze the collected data. Descriptive statistics finding revealed that Location, house feature, developers’ reliability and price are in agreement level with closer mean score. the independent variables location, price, house feature and developer’s reliability have the significant correlation with the dependent variable buyers’ brand preference. In this case, developers brand reliability had a higher strong relationship with buyers’ brand preference. The multiple regression finding shows all independent variables Location, house feature, developer’s reliability and price have a significant and positive effect on the brand preference of buyers. This study found out; developers brand reliability has the higher impact on buying decisions of apartments. 86% of the variance in buyers’ brand preference is explained by the independent variables jointly. At the end, the research conclusion and recommendations are given. Based on the findings of the study
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Brand preference, determinant factors, real estate