Factors Affecting Consumers’ Brand Preference of Dairy Products in Fiche town
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Date
2019-05
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Addis Ababa University
Abstract
Every consumers' in the market has his/her own brand preference. Dairy product consider certain factor affecting before purchasing products. The objective of this study was to analyze the factors affecting consumers’ brand preference in Fiche town and area. The independent variables included in this study are price, product quality, advertisement, brand name awareness and brand availability; while brand preference is the dependent variable. The objective of this study was to examine consumers’ consume pattern for different dairy products (fluid milk, butter, cheese, yoghurt Butter milk/Arera/), and to assess the factors affecting consumers’ brand preference for dairy product in Fiche town and area.
Different literatures have been used in discussing the concept and to identify major factors that affect consumer brand preference. Questionnaires were distributed to sample respondents using structured questionnaire interview administered by the researcher to 382 consumers' the Council housing units using dairy products. The respondent were sampled based on simple random sampling and consumer were sampled using Council housing units as this study, one housing unit represented one person method. Both descriptive and ANOVA, two tailed t- test and multiple regression. The findings indicate that consumers’ using purchase of dairy products increased significantly for fluid milk and moderately for other products (butter, cheese yogurt and butter milk/Arera ) while Particularly fluid milk and butter were found to be the most preferred brand among all dairy brands in Fiche town and area. Marital status, gender, income and occupation are found to be the demographic variables affecting consumers brand preferences significantly. Product/brand and center most factor affecting consumers brand preference significantly are: prices and product quality. Recommendations for business sector and policy makers were made and future research area suggested considering contextual issues for Ethiopian dairy brand consumers. On dairy cooperative and small scale enterprise play a vital role for the success of Fiche town and area dairy cooperative and small scale enterprise. Therefore, there must be training for management and the management must be willing to use modern value added technologies such as diversification of processed products by focusing on factor affect consumers’ brand preference.
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Keywords
Dairy products, Brand preference, price