Factors Influencing Ethiopian Consumers' Preferences for Specific Bottled Water Brands

Abstract

This study investigates the factors influencing consumers' bottled water brand choice in Ethiopia using an explanatory research design and a quantitative research approach. Data were collected from 384 bottled water consumers through questionnaires, and multiple linear regression was employed for data analysis. The findings indicate that product quality, price, alternative attractiveness, and brand awareness significantly influence brand choice, with product quality and brand awareness emerging as the most critical factors. Consumers tend to prefer brands that consistently deliver high-quality water, highlighting the importance of stringent quality assurance programs, adherence to industry certifications, and transparent marketing strategies that reinforce trust in the product. Additionally, competitive pricing plays a vital role, suggesting that companies should align their pricing strategies with the perceived value of their products to appeal to price-sensitive customers without compromising quality. Alternative attractiveness also influences consumer decisions, implying that brands must differentiate themselves effectively through unique value propositions. Moreover, brand awareness is a key factor, necessitating targeted marketing efforts that enhance visibility, recall, and consumer loyalty. Therefore, water bottle companies should invest in promotional campaigns that emphasize both quality and affordability while ensuring consistent messaging across various communication channels.