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.