Bottled Drinking Water Marketing and Consumer Buying Behavior in Selected Cities of Ethiopia
| dc.contributor.advisor | S., K. (PhD) | |
| dc.contributor.author | Gedefa, Nigusie | |
| dc.date.accessioned | 2019-02-01T10:38:46Z | |
| dc.date.accessioned | 2023-11-10T14:44:39Z | |
| dc.date.available | 2019-02-01T10:38:46Z | |
| dc.date.available | 2023-11-10T14:44:39Z | |
| dc.date.issued | 2010-06 | |
| dc.description.abstract | Drinking bottled water has become a trivial habit in many people's everyday lives. Bad tap water taste or quality, fitness objectives or safety purposes, numerous reasons lead consumers to buy bottled water. Bottled water may even be necessary, for instance in case of temporary tap water contamination. The trend toward consuming more and more bottled water will keep increasing in the coming years. This flourishing market is profitable for a high number of companies, and employs thousands of people world-wide The mam purpose of this study is to provide an overview of the bottled water marketing situations in Ethiopia, by selecting some cities consumers' and their buying behavior of bottled water products. As a common approach to establish understanding of bottled drinking water marketing and Consumer buying behavior, which are a lucrative and accessible segment, selected cities consumers such as Addis Ababa, Ambo, and Adama have been sampled to investigate the research problem; Are marketing mix elements, Psychological, and Demographic factors affect consumer buying behavior of bottled water? To conduct this study, a descriptive survey method was employed. For this purpose, questionnaire were used as the main instrument for the source of collection of data. Analysis on current bottled brands was also performed by exploring some collected bottled water brands. Data collected through these instruments were analyzed using statistical package for social science (SPSS} version 17.0 successfully. The result of the study reveals that some marketing mix elements had indirect relationship with consumers' bottled water buying behavior, and also demographic and Psychographic factors affect consumer purchase rate of bottled water. . Finally, depending on these findings,some recommendation and implications for further research are forwarded as to how all the water bottler companies can play vital marketing role to satisfy the needs and wants of bottled water consumers. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/12345678/16173 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Consumer Buying Behavior in Selected Cities of Ethiopia | en_US |
| dc.subject | Bottled Drinking Water Marketing | en_US |
| dc.title | Bottled Drinking Water Marketing and Consumer Buying Behavior in Selected Cities of Ethiopia | en_US |
| dc.type | Thesis | en_US |