BRANDING AND ITS IMPACT ON CONSUMER BUYING DECISION (In the case of Selected Natural Spring Bottled Water Manufacturing Companies In Gurage Zone)

Abstract

eneral objective of this study is to examine the relationship between branding and consumer buying decision in the case of bottled water consumers in Ethiopia more specifically in Gurage Zone. Explanatory research design was applied using qualitative and quantitative approach. Similarly, Target populations were taken from customers of bottled water in Gurage Zone using different urban area outlets, so information gained from the view point of other customers who uses other channel using conveniences sampling techniques. Data source were taken from secondary source (questionnaires’ document, report. view). After conducting reliability and validity test of data analysis were done thought descriptive statistics in process of frequency, percentage, mean and standard deviations in prospecting of ethical considerations. The results of this study indicated that Consumers purchase intentions of bottled water have a strong positive association with Perceived Quality and brand Awareness which medium contributions of purchase intentions can be enhanced by associated class and brand visibility. The study also found that past purchase loyalty was not directly related to customer satisfaction or current brand preference and that brand preference is an intervening factor between customer satisfactions and re-purchase intentions. It is recommended that the researcher should strive to promote the brand loyalty more to customer along with brand loyalty happening negatively appeared in order to contribute towards positive purchase intentions. In other hand, water Bottling share company in Ethiopia should allow in mind that new familiar brands created as a result of relatively lower creativity of the “health matters of societies” as roamer always says, overextension and lack of investment in developing brand equity and values.