Determinants of Passenger Brand Preference Decision (A Case of Long-Distance Public Transport Service in Bahir Dar City Station)

Ahmed Mohammed

dc.contributor.author	Ahmed Mohammed
dc.date.accessioned	2021-08-20T09:04:27Z
dc.date.available	2021-08-20T09:04:27Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12526
dc.description.abstract	The purpose of this study was to examine the determinants of passenger brand preference decision in case of long-distance public transport service in Bahir Dar City station.Specifically, the study sought to address the influence of price, availability of a facility, brand name awareness, brand attributes (comfort, customer care, and safety measures), perceived service quality, and employee service on passengers' brand preference decisions. The study used a positivism paradigm with a deductive research approach and an explanatory research design to investigate the significance level and the direction of its determinant. In this study, non-probability sampling (convenience sampling) was used to select the sample respondents. The primary source of data was used.This Primary data were gathered from a survey questionnaire, 385 questionnaires were distributed and 366 were returned and analyzed with the use of both descriptive and inferential statistics on SPSS Software version 23. And the reliability of the instrument was tested by using Cronbach’s Alpha coefficient and further data analysis was performed with the help of STATA/SE 14. From the spearman’s rho correlation test of association, it was founded that brand name awareness, brand attributes, and employee service have statistically substantial/ strong and positive association, and price and perceived service quality have a statistically moderate and positive association, and also the remaining availability of facilities have a statistically weak and positive association with the response/predicted variable. It was analyzed by the ordinal logistic regression model. In accordance, the finding of this study showed that except the availability of facility which was insignificant or did not have an effect based on the finding of the regression model, all other predictors/independent/ variables (price, brand name awareness, brand attributes (comfort, customer care/ safety measures), perceived service quality and employee service) have a strong positive effect on passengers brand preference decision a case of long-distance public transport service in Bahir Dar City station. To survive the present competitive pressure and to take the bus as the preferred brand in the industry, the Road transport firms should be required to manage and give more attention to the price charged, increase the level of awareness, creation of comfort, customer care, and safety measures, provide a better quality of service, and improve employees hospitality of service.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Determinants of Passenger Brand Preference Decision (A Case of Long-Distance Public Transport Service in Bahir Dar City Station)	en_US
dc.type	Thesis	en_US