Denu, Berhanu (PhD)Abebe, Tadios2021-06-162023-11-042021-06-162023-11-042014-05http://etd.aau.edu.et/handle/123456789/26858The paper aims to investigate what factors influence private light automobile owners’ specific brand choice.The selected automobile brand choice variables were judged through a five point likert type scale.. Samples are taken conveniently from Addis Ababa City private car owners. Sources of primary and secondary data were used in the study. A survey approach was adopted to collect primar data from the study respondents.Explanatory research design was used. Based on the analysis, Addis Ababa private car owners were found to be purchasing their car guided by multiple factors. The result from One-way ANOVA revealed that image of the car, emotional connection, Accessibility, and Attribute significantly determine the purchase of various car brand with varying degree Manufacturers and dealers should tailor their marketing strategy accordingly to remain acceptable in the marketen-USAutomobilesBrand choiceEthiopiaThesis