Factors Influencing Consumer Brand Choice on Application Based Taxi Services in Ethiopia: The Case of Ride, Feres and Zayride
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Date
2023-06
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Addis Ababa University
Abstract
This study deals with factors influencing consumer brand choice on application-based taxi services in Ethiopia: the case of Ride, Feres and Zayride. A questionnaire was distributed to 384 respondents and 369 respondents had been screened and participants are selected using a purposive sampling technique to participate on the study . After the data was collected; analyzed using SPSS version 29.In the data analysis process mean, standard deviation, correlation, and multiple regression analysis are used to analyze the data. After the analysis of the data, it was found that service quality, promotion and promotional offers, brand image and reputation, user interface and price have significant effect on brand choice. Five hypotheses were tested to examine the effect these variables have on brand choice. The Multiple regression analysis result proved that four out of five hypotheses are confirmed. While the fifth hypothesis of price is negatively affect brand choice. In addition to that promotion has a substantial impact followed by service quality then brand image and reputation. Based on the findings the research recommends for the service providers work on these variables in order to stay in the market and compete the crowded market of application-based taxi services
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Keywords
Brand Choice, Price