Comparative Analysis of Customer Brand Preference across Local and International Hotels (A Case of Selected Five-Star hotels in Addis Ababa)
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Kebede, Abiy | |
| dc.date.accessioned | 2021-01-01T07:11:44Z | |
| dc.date.accessioned | 2023-11-04T14:08:28Z | |
| dc.date.available | 2021-01-01T07:11:44Z | |
| dc.date.available | 2023-11-04T14:08:28Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | The primary objective of this study was to investigate hotel customers, specifically Addis Ababa five-star hotel customers, brand preference comparing international hotel brands with local hotel brands. Hence, this study tries to answer whether customers prefer foreign brands over local brands due to the influence of western culture. To find out the brand preference of Addis Ababa five star hotel customers, the study considered brand equity as a factor. These factors had sub-elements which included five dimensions. To assess the factors' influence, a sample size of 366 was selected using a convenience sampling technique. Based on the theoretical framework and objectives of the study 17 items were provided on a 5 point Likert scale to the respondents. The gathered data were analyzed by descriptive analysis. Based on the analysis, the customers overwhelmingly prefer international hotel brands over local hotel brands. The analysis revealed that new perceived quality, core products, and services and price were the major criteria for a hotel preference decision among the customers. Finally, brand equity dimensions were influential in customers’ brand preferences. In general, international hotel brands and local hotel brands should focus on building their brand equit | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24469 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | brand equity | en_US |
| dc.subject | brand awareness | en_US |
| dc.subject | brand association | en_US |
| dc.title | Comparative Analysis of Customer Brand Preference across Local and International Hotels (A Case of Selected Five-Star hotels in Addis Ababa) | en_US |
| dc.type | Thesis | en_US |