Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia

Betelhem Hailu

doi:doi:10.11648/j.ebm.20190502.11

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Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia

Betelhem Hailu

Published in European Business & Management (Volume 5, Issue 2)

Received: 27 February 2019 Accepted: 20 May 2019 Published: 12 June 2019

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Abstract

The primary objective of this study was to examine determinants of pasteurized milk brand preference of Addis Ababa milk brand customers. In order to find out the determinants of milk brand preference, the study considered three factors namely Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics. These factors had sub elements which included thirty three dimensions. To assess these factors´ influences on brand preference, a sample size of 416 respondents were selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study 30 items were provided in a 5 point Likert scale to the respondents. The gathered data was analyzed by descriptive and inferential statistics. The researcher used Pearson correlation and regression analysis to analyze the data. The result of the study shows that all the three variables, that is, Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics have a significant positive impact on pasteurized milk brand preference.

Published in	European Business & Management (Volume 5, Issue 2)
DOI	10.11648/j.ebm.20190502.11
Page(s)	7-13
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2019. Published by Science Publishing Group

Keywords

Brand Preference, Pasteurized Milk, Marketing Stimuli, Psychological Factors, Consumers’ Personal Characteristic

References

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[2]	Hatirli S. A., Ozkan B. and Aktas A. R. (2004) “Factors affecting fluid milk purchasing sources in Turkey” Journal on Food quality Preference Vol. 15 issue 6 p 506.
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[5]	Kumar, A. A., & Babu, S. (2014). Factors influencing consumer buying behavior with special reference to dairy products in Pondicherry state. International Monthly Refereed Journal of Research In Management & Technology, 3, 65-73.
[6]	Kurajdova, K. & Petrovicova, J. T. (2015). Literature Review on Factors Influencing Milk Purchase Behaviour. International Review of Management and Marketing, 5 (1), 9-25.
[7]	MeCarthy J. et al (1991). “Essentials of marketing”, 5th edition. Irwin publishers Morey E. R.
[8]	Mohamed A. M. Ahmed, Simeon Ehui, and Yemesrach Assefa, (2004). Milk development in Ethiopia. EPTD Discussion Paper No. 123. Washington DC, U.S.A.
[9]	Niezurawski, L. (2006). Determinants of customer satisfaction on the markets of selected dairy products. Polishjournal of food and nutrition sciences, 15 (56), 155-160.
[10]	Olgha Auma Adede, and Dr. Mary W. Kinoti, (2016). Determinants of Consumers’ Choice of Milk brands in selected residential Estates owned by Nairobi City County, Kenya.
[11]	Schiffman, Leon G. (1994). “Consumer behaviour”, 5th Edition - New Delhi: Prentice Hall.
[12]	Schiffman LG, Kanuk LL (1997). Consumer Behavior, Sixth Edition. USA.
[13]	Sherratt, A., & Chartered Institute of Marketing.(2012). Managing marketing. London: BPP Learning Media Ltd. Were, L. (2009). The Extent of adoption of E-marketing by the Large Dairies in Kenya. Un published MBA project. University of Nairobi.
[14]	Uma Olgha Adede. (2004). Determinants of consumers’ choice of milk brands in selected estates in Nairobi.

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Betelhem Hailu. (2019). Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia. European Business & Management, 5(2), 7-13. https://doi.org/10.11648/j.ebm.20190502.11

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ACS Style

Betelhem Hailu. Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia. Eur. Bus. Manag. 2019, 5(2), 7-13. doi: 10.11648/j.ebm.20190502.11

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AMA Style

Betelhem Hailu. Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia. Eur Bus Manag. 2019;5(2):7-13. doi: 10.11648/j.ebm.20190502.11

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@article{10.11648/j.ebm.20190502.11,
  author = {Betelhem Hailu},
  title = {Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia},
  journal = {European Business & Management},
  volume = {5},
  number = {2},
  pages = {7-13},
  doi = {10.11648/j.ebm.20190502.11},
  url = {https://doi.org/10.11648/j.ebm.20190502.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20190502.11},
  abstract = {The primary objective of this study was to examine determinants of pasteurized milk brand preference of Addis Ababa milk brand customers. In order to find out the determinants of milk brand preference, the study considered three factors namely Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics. These factors had sub elements which included thirty three dimensions. To assess these factors´ influences on brand preference, a sample size of 416 respondents were selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study 30 items were provided in a 5 point Likert scale to the respondents. The gathered data was analyzed by descriptive and inferential statistics. The researcher used Pearson correlation and regression analysis to analyze the data. The result of the study shows that all the three variables, that is, Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics have a significant positive impact on pasteurized milk brand preference.},
 year = {2019}
}

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TY  - JOUR
T1  - Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia
AU  - Betelhem Hailu
Y1  - 2019/06/12
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T2  - European Business & Management
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AB  - The primary objective of this study was to examine determinants of pasteurized milk brand preference of Addis Ababa milk brand customers. In order to find out the determinants of milk brand preference, the study considered three factors namely Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics. These factors had sub elements which included thirty three dimensions. To assess these factors´ influences on brand preference, a sample size of 416 respondents were selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study 30 items were provided in a 5 point Likert scale to the respondents. The gathered data was analyzed by descriptive and inferential statistics. The researcher used Pearson correlation and regression analysis to analyze the data. The result of the study shows that all the three variables, that is, Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics have a significant positive impact on pasteurized milk brand preference.
VL  - 5
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Author Information

Betelhem Hailu

Marketing Management, Ethiopian Meat and Dairy Industry Development Institute (EMDIDI), Ethiopia

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APA Style

Betelhem Hailu. (2019). Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia. European Business & Management, 5(2), 7-13. https://doi.org/10.11648/j.ebm.20190502.11

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ACS Style

Betelhem Hailu. Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia. Eur. Bus. Manag. 2019, 5(2), 7-13. doi: 10.11648/j.ebm.20190502.11

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AMA Style

Betelhem Hailu. Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia. Eur Bus Manag. 2019;5(2):7-13. doi: 10.11648/j.ebm.20190502.11

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@article{10.11648/j.ebm.20190502.11,
  author = {Betelhem Hailu},
  title = {Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia},
  journal = {European Business & Management},
  volume = {5},
  number = {2},
  pages = {7-13},
  doi = {10.11648/j.ebm.20190502.11},
  url = {https://doi.org/10.11648/j.ebm.20190502.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20190502.11},
  abstract = {The primary objective of this study was to examine determinants of pasteurized milk brand preference of Addis Ababa milk brand customers. In order to find out the determinants of milk brand preference, the study considered three factors namely Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics. These factors had sub elements which included thirty three dimensions. To assess these factors´ influences on brand preference, a sample size of 416 respondents were selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study 30 items were provided in a 5 point Likert scale to the respondents. The gathered data was analyzed by descriptive and inferential statistics. The researcher used Pearson correlation and regression analysis to analyze the data. The result of the study shows that all the three variables, that is, Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics have a significant positive impact on pasteurized milk brand preference.},
 year = {2019}
}

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TY  - JOUR
T1  - Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia
AU  - Betelhem Hailu
Y1  - 2019/06/12
PY  - 2019
N1  - https://doi.org/10.11648/j.ebm.20190502.11
DO  - 10.11648/j.ebm.20190502.11
T2  - European Business & Management
JF  - European Business & Management
JO  - European Business & Management
SP  - 7
EP  - 13
PB  - Science Publishing Group
SN  - 2575-5811
UR  - https://doi.org/10.11648/j.ebm.20190502.11
AB  - The primary objective of this study was to examine determinants of pasteurized milk brand preference of Addis Ababa milk brand customers. In order to find out the determinants of milk brand preference, the study considered three factors namely Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics. These factors had sub elements which included thirty three dimensions. To assess these factors´ influences on brand preference, a sample size of 416 respondents were selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study 30 items were provided in a 5 point Likert scale to the respondents. The gathered data was analyzed by descriptive and inferential statistics. The researcher used Pearson correlation and regression analysis to analyze the data. The result of the study shows that all the three variables, that is, Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics have a significant positive impact on pasteurized milk brand preference.
VL  - 5
IS  - 2
ER  -

Copy | Download