DETERMINANT OF CONSUMER’S BRAND PREFERENCE: A CASE OF JOJO MILK MARKET IN YIRGALEM TOWN

Abstract

Since marketing aims to know and understand the customer so well that the product or service, it is very vital to understand the consumer behavior that is relatively the root for success for marketers. Thus, this study aimed to investigate the determinants of consumer’s brand preference in case of Jojo market in Yirgalem town. The researcher used descriptive approach study which describes the deterninants of consumers brand preferences and explanatory approach to empirically test possible correlations and effects between four vairaibles and consumer preferences. The study used primary and secondary data sources and questionnaire as main data collection tool. Accordingly, a total of 353 completed copies of questionnaires were evaluated for descriptive, correlation and multiple regressionan alysis. Thus, this study revealed that respondents have at least agree indicating consumers are extremely attracted to product package (4.31); highly sensitive to product price (4.42) and they give value for product quality (4.22) and influenced by peers pressure (4.18). Moreover, the study found that there is astrong relationship between product quality (.663), peer pressures (.817), product package (.946) and product price (.636) and consumer preference using Pearson Product Movement Correlation Coefficient. Further, it is found that there are perfect positive relationships between all variables. Moreover, the result revealed that there is there is a positive and significant effect between product quality (.000), peer pressure (.005), product package (.000) and product price (.000) and have a statistically significant contribution to the prediction of consumer preference.It may be essential to study behavioural pattern of consumer leading their buying references & attitude. This is because consumer behaviour is an active and dynamic aspect having the potential to magnetise businesses