Factors Affecting Consumers’ Preference of Television Brands: The Case of Bahir Dar Customers.

Minyechel Mulu

dc.contributor.author	Minyechel Mulu
dc.date.accessioned	2021-08-20T09:14:37Z
dc.date.available	2021-08-20T09:14:37Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12530
dc.description.abstract	This research has tried to study the consumer purchasing decision of various television brands. The aim of this study was to identify factors affecting consumers’ preference of television brands in Bahir Dar city. The independent variable in this study were product feature, price, promotion, brand image, country of origin, pear groups, packaging after sale service and consumers TV set purchase decision was considered as dependent variable. A sample of 385 television consumers was selected using convenience sampling technique and five respondents gave incomplete responses and a computer program which is commonly called statistical package for social science (SPSS) version 23 was used to process the collected data. A semi -structured questionnaire based on likert type scale was used to collect information from the sampled respondents in the city of Bahir Dar. The data was analyzed using inferential statistics. According to the multiple regression result, the following factors were significantly influencing the consumers’ brand preference decisions for television purchase and these are country of origin, price, promotion, television feature, brand image, pear groups, packaging, after sale service.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Factors Affecting Consumers’ Preference of Television Brands: The Case of Bahir Dar Customers.	en_US
dc.type	Thesis	en_US