Factors Affecting Brand Acceptance in the Case of Telebirr in Addis Ababa
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Date
2023-06
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Addis Ababa University
Abstract
Brand acceptance refers to the willingness of consumers to recognize, trust, and engage with a particular brand. It is a crucial factor in the success and longevity of a brand in the marketplace. To achieve brand acceptance, companies need to focus on several major concepts. This study aimed to identify the factors that affect brand acceptance of telebirr mobile money service in Addis Ababa and to use the study’s findings to develop strategies for Ethio telecom on how to take advantage of the rate of acceptance. For this study, a quantitative research approach was employed. The sources of data for this study were both primary and secondary. The primary data was collected from telebirr customers in Addis Ababa Arada subcity. The instrument used for the collection of primary data was a questionnaire survey. Accordingly, a questionnaire was distributed to all computed sample respondents. The secondary data was considered from related works of literature. Convenience sampling techniques was used. On this study a descriptive and explanatory research design was used. Correlation analysis and multiple regression models were used to examine the relationship and to identify the effect of explanatory variables on the brand acceptance of telebirr service. The analysis was conducted by using SPSS V 26. The regression analysis confirms that 83% of the independent variables in the model explained the dependent variable. This study result shows, being other variables constant, perceived cost has got negative association and insignificant effect on telebirr brand acceptance, the remaining explanatory variables, perceived usefulness, perceived ease of use, and perceived trust have a positive association and significant influence on the adoption of telebirr service by having a different exponent of beta values. The study recommends that telebirr service providers and marketers should concentrate on the three determinant variables that have the greatest influence on the adoption of telebirr service
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Keywords
Brand acceptance, Mobile money service