Mesfin, Tewodros (PhD)Alemayehu, Temesgen2021-05-042023-11-042021-05-042023-11-042016-05http://etd.aau.edu.et/handle/123456789/26300Every retailer in the market has their own brand preference. Retailers consider certain attributes before purchasing products. The objective of this study was to analyze the underlying marketing factors of brand preference among retailers in Addis Ababa. The independent variables included in this study are price, product quality, advertisement, brand name awareness and brand availability; while brand preference is the dependent variable. All tyre retailers in Addis Ababa were asked using questionnaire based on Likert type scale to collect information from the respondents in the city of Addis Ababa. The data were analyzed using descriptive statistics, ANOVA, two tailed t- test and multiple regression. The findings of the study showed that among the independent variables only price and brand name awareness are significant in determining brand preference of tyre retailers in Addis Ababa. Particularly Bridgestone tyre was found to be the most preferred brand among all tyre brands available in Addis Ababa. Brand preference is important in this sector therefore Wholesalers/manufacturers in the tyre industry should design their brand strategy by mainly focusing on price and brand name awarenessen-USBrand preferenceBrand AwarenessProduct QualityThesis