Determinants of consumer’s brand preference in diaper market, Addis Ababa, Ethiopia

Abstract

This study is intended to investigate the determinants of consumer’s brand preference for diaper products in Addis Ababa. The study adopted causal study design and quantitative research approach. Primary and secondary data were collected. To select appropriate sample size from an infinite population of diaper buyers, an infinite sampling formula was used and 384 respondents were taken randomly. Out of which, a total of 214 completed questionnaires were considered for the analysis. Descriptive and inferential statistics supported by SPSS version 20 were used. The study disclosed that there was moderate relationship between product quality (0.46), peer pressures (0.51), product advertisement (0.44) and product price (0.39). The result also showed that there was a positive and significant effect of product quality, peer pressure, product advertisement and product price on the brand preference of diaper products. Thus, it is essential to study behavioral patterns of consumers which lead to their buying preferences & influence their buying attitude towards diaper product.