FACTOR THAT AFFECTING CONSUMER SOFT DRINK BRAND

PREFERENCE IN ETHIOPIA:
(THE CASE OF PEPSI AND COCA-COLA ADDIS ABABA)

ST. MARY‘S UNIVERSITY

SCHOOL OF GRADUATE STUDIES
DEPARTMENT OF MARKETING MANAGMENT

BY - Sebelewonegel Woldesemayate
Advisor: Giete A. (PhD)

A RESEARCH SUBMITTED TO SCHOOL OF GRADUATE STUDIES OF ST.

MARY‘S UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF MASTERS OF ARTS IN MARKETING MANAGEMENT

October, 2020
Addis Ababa, Ethiopia
 ST. MARY UNIVERSITY
MASTER OF ARTS DEGREE IN MARKETING

FACTOR THAT AFFECTING CONSUMER SOFT DRINK BRAND

PREFERENCE IN ETHIOPIA:
(THE CASE OF PEPSI AND COCA-COLA ADDIS ABABA)

By
Sebelewonegel Woldesemayate
Advisor: Giete A. (PhD)

October, 2020
Addis Ababa, Ethiopia
 DECLARATION
I, Seblewengel Weldesemayate, the undersigned person declare that the thesis entitled ―Factor that
Affecting Consumer Soft Drink Brand Preference in Ethiopia: (The Case of Pepsi And Coca-Cola
Addis Ababa)‖ is my original and submitted for the award of Master Degree in Marketing, St. Mary
University at Addis Ababa and it hasn‘t been presented for the award of any other degree. Under this
study, fellowship of other similar titles of any other university or institution of all sources of material
used for the study has been appropriately acknowledged and notice.

Seblewngel W. ___________________ ________________

Candidate Signature Date
 CERTIFICATION
This is to certify that Mrs. Seblewengel Wldesemayat has properly completed her research work entitled
―Factor that Affecting Consumer Soft Drink Brand Preference in Ethiopia: (The Case of Pepsi And
Coca-Cola Addis Ababa)‖ with our guidance through the time. In my suggestion, his task is appropriate
to be submitted as a partial fulfillment requirement for the award of Degree in Master of Marketing.

Research Advisor

Giete A (PhD)

_______________

Signature and Date

 LIST OF ACRONYMS/ ABRIVATION
ANOVA Analysis of variance
SD (sd) Standard deviation
SPSS Statistical Package for the Social Sciences

I
 ACKNOWLEDGEMENTS
To begin with, I would like to thank Giete Andualem (PhD) for giving me the magnificent
opportunity to complete my MA thesis under his supervision, it is truthfully an honor. Thank you
for all his advice, ideas, moral care and patience in his supervisory role through this project. Next,
I would like to thank my family for their limitless support all the way through my lifetime and
fruitful accomplishment. I would like to extend wholehearted indebtedness and exceptional
thanks to my beloved friends and classmates for their unlimited encouragement and moral support
they have rendered to me.

II
 TABLE OF CONTENTS
Contents page
DECLARATION .............................................................................................................................................I
CERTIFICATION ...........................................................................................................................................I
LIST OF ACRONYMS/ ABRIVATION ........................................................................................................I
ACKNOWLEDGEMENTS ............................................................................................................................II
LIST OF TABLES ......................................................................................................................................... V
LIST OF FIGURES ....................................................................................................................................... VI
LIST OF TABLES AND FIGURES IN APPENDIXES ............................................................................. VII
ABSTRACT................................................................................................................................................ VIII
CHAPTER ONE .............................................................................................................................................1
INTRODUCTION ..........................................................................................................................................1
1.1 Background of the Study.....................................................................................................................1
1.2 Statements of the Problem ..................................................................................................................2
1.3 Research Questions .............................................................................................................................3
1.4 Objectives of the Study .......................................................................................................................4
1.5 Significance of the Study ....................................................................................................................4
1.6 The Scope of the Study .......................................................................................................................5
1.7 Terms and Operational Definitions .....................................................................................................5
1.8 Organization of the Study ...................................................................................................................6
CHAPTER TWO ............................................................................................................................................7
RELATED LITERATURE REVIEW ............................................................................................................7
2.1 Theoretical Literature Reviews ...........................................................................................................7
2.2 Related Empirical Literature .............................................................................................................13
2.3 Research Gap ....................................................................................................................................17
2.4 Conceptual framework ......................................................................................................................19
2.5 Research Hypothesis .........................................................................................................................20
CHAPTER THREE ......................................................................................................................................23
RESEARCH METHODOLOGY AND DESIGN ........................................................................................23
3.1 Research Design................................................................................................................................23
3.2 Target Population and Sampling .......................................................................................................24
3.2.1 Sampling Frame ............................................................................................................................24
3.2.2 Sampling Size ...............................................................................................................................25

III
3.3 Data Collection Method ....................................................................................................................26
3.4 Data Collection Form ........................................................................................................................26
3.5 Data Analysis ....................................................................................................................................26
3.6 Validity and Reliability .....................................................................................................................27
3.7 Ethical Considerations ......................................................................................................................28
CHAPTER FOUR.........................................................................................................................................29
DATA ANALYSIS AND PRESENTATION AND DISCUSION ..............................................................29
Response Rate ...............................................................................................................................................29
4.1 Respondents Profile ..........................................................................................................................29
4.2 Response Analysis ............................................................................................................................32
4.3 Correlation Analysis .........................................................................................................................36
4.4 Binary Logistics Regression .............................................................................................................37
4.4.1 Assumptions and Diagnostic Test .................................................................................................37
4.4.2 Regression Test Results ................................................................................................................37
4.5 Chi-square Test .................................................................................................................................40
4.6 Hypothesis Testing............................................................................................................................41
CHAPTER FIVE ..........................................................................................................................................43
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS .........................................43
5.1 Summary of Findings ........................................................................................................................43
5.2 Conclusion ........................................................................................................................................44
5.3 Recommendations .............................................................................................................................45
5.4 Limitations of the Study....................................................................................................................46
5.5 Future Studies ...................................................................................................................................46
REFERENCES .............................................................................................................................................48
Annex 3 - Assumptions and Diagnostic Test ................................................................................................ VI
Annex 4 – Chi Square Tests...........................................................................................................................IX

IV
 LIST OF TABLES
Table 3.1 Reliability Statistics 24
Table 4.1 Response Rate by zone 26
Table 4.2 Respondent profile – Marital Status and Income 27

Table 4.3 Respondent Buying Preference 27

Table 4.4: Respondents‘ Responses 29
Table 4.5: Respondents‘ Responses Itemized 30
Table 4.6: Result of correlation analysis 33
Table 4.7 : Regression Test Results 34
Table 4.8 Chi-square Tests 37
Table 4.9 : Summary of Hypotheses Tested 39

V
 LIST OF FIGURES
Figure 2.4: Conceptual framework 16
Figure 4.1 Respondents‘ age and gender profiles 26
Figure 4.2 Substitutes for Pepsi and Coca 28

VI
 LIST OF TABLES AND FIGURES IN APPENDIXES
Annex 3 Table 1 Normality Test VI
Annex 3 Table 2 Multicollinearity VII
Annex 3 Table 3 Autocorrelation Test: Durbin Watson VII
Annex 3 – Figure 1 Scatter Plot VIII
Annex 4 – Table 1 Chi Square Tests Case Processing Summary IX
Annex 4 – Table 2 Consumer Brand Preference * Age (in year) IX
Annex 4 – Table 3 Consumer Brand Preference * Gender IX
Annex 4 – Table 4 Consumer Brand Preference * Income X

VII
 ABSTRACT
Customer’ preference refers to how customers select goods and services in relation to factors like
taste, preference and individual choices. This study generally aimed to examine the factor that
affecting consumer Soft drink brand preference to consume Pepsi Cola or Coca-Cola in Addis
Ababa, Ethiopia. This study employed both primary and secondary data source and attended 62
% of response rate (239 completely returned questionnaires). Using descriptive and explanatory
research design, this study found that brand comprehension has lowest mean showing that Pepsi
and Coke could not able to create positioning happens and the customer is nearly unable to
create a coherent view about the brand vis-à-vis competition. However, Pepsi and Coke tried to
create sensations, feelings, cognitions and behavioral responses evoked by brand-related stimuli
that are they have a good brand design and identity, packaging, communications and
environments. Further, there is a positive and significant relationship and effect between brand
awareness, brand comprehension, brand advertisement, brand experience and consumer brand
preference at Sig. (2-tailed) .000 with correlation and regression analysis. The study concluded
that customers prefer to purchase a well-known brand product, need to choose among various
brands and demanded suitable market place. As a result, seeing as Coca-Cola and Pepsi seem to
target different consumers through their advertisements and sponsorships, this study found that
that the choice of soft drink product similar based on a person’s age, income, gender, as well as
their taste preference. Thus, it can be concluded that marketers may use entire marketing
processes that everyone experiences in his or her day-to-day activities. Firms may also effectively
use brand awareness, brand comprehension, and brand Experience together to advertisement and
the study suggests that companies may use of a local market’s language in an international
campaign even if English campaign has a greater influence on consumer preferences.

Key Words: Brand Preference, Customers, Pepsi or Coke

VIII
 CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design)
intended to identify the goods or services of either one seller or a group of sellers, and to
differentiate those goods or services from those of competitors (Reham, 2011). According to
Kotler and Armstrong (2008), brand is defined as a ―name, term, sign symbol (or a combination
of these) that identifies the maker or seller of the product. Similarly, consumer brand preference is
to be able to choose a name, logo, symbol, package design or other attributes that identify a
product and distinguish it from others. Consumers may evaluate the identical product differently
depending on how it is branded (Adrian, 2013). They learn about brands through past experiences
with the product and its marketing program, finding out which brands satisfy their needs and
which do not.

Hence companies may employ different marketing strategies for their brand to be successful and
preferred by consumers other than competitor‘s brands (Katrandjieve, 2000). In marketing
literature, the word preference means the desirability or choice of an alternative. Preferences are
above all behavioral tendencies (Kevin & Keller, 2009). Obviously, brand preference represents
the attitudinal brand loyalty excluding the action of repeat purchasing; the brand-oriented
attitudinal loyalty. Brand preference is closely related to brand choice that can facilitate consumer
decision making and activate brand purchase (George, 2012). Knowing the pattern of consumer
preferences across the population is a critical input for designing and developing innovative
marketing strategies. Examples of such companies that spend billions of dollars on advertising in
order to stay key players in their industry are the Coca-Cola Company and Pepsi (Eva-Lena et al,
2016). Not only are Coca-Cola and Pepsi dominant market leaders on the worldwide beverage
market, but they are also two of the most notable and widely sold commercial brands in the world
and annually spend billions of dollars on advertising campaigns. In 2016, Coca-Cola‘s worldwide
advertising budget exceeded $1.5 billion, while Pepsi‘s advertising expenditure totaled $1.3
billion (Taylor & Okazaki, 2018). However, the beverage market in Ethiopia is worth the
combined value of mineral water and soft drinks sales appears to be in the order of USD 70-80

1
million per year. The soft drinks business is largely dominated by two heavyweights, namely East
Africa Bottling, the Coca Cola franchiser and MOHA Soft Drinks, the Pepsi franchiser, part of
the MIDROC Group (Wassihun, 2017).

Though the major portion of the market is still dominated by the soft drinks in Ethiopia there is
major shift towards Non-carbonated segment product. As a result of this phenomenal growth, a
lot of competition has entered the market. Numbers of new brands Non-carbonated soft drink
have flooded the market (Tesfay, 2016). Due to these changes in the beverage market there is a
need to explore customer brand preference and its factor that affecting to determining toward non-
alcoholic carbonated soft drink and identify and evaluate the reasons for the shift in the consumer
purchasing pattern.

1.2 Statements of the Problem

World Bank report 2019, Ethiopia is a country of 107 million and out of which only 23% is urban
population. And the per capital income is $761million per year, which is quite different figure
unlike that of other consumers of Coca-Cola in developed nation (NBE, 2020). This means there
is still those soft drink is really need by consumer need to know how brand preference is suited to
the consumer and indenting its factor that affecting to prefer over in Addis Ababa. Soft Drinks in
Ethiopia industry is basically depended on market size, key financial metrics and analysis of
competitive pressures within the market (Amdemichael, 2014). He also stated that company‘s
lack of understanding customer‘s preferences pertaining to the various brands of soft drink.
Basically they intended to offer the most popular flavor, what factor compels to consume have
been ignored that included (like brand, advertisement, quality, variants), product rating (like
excellent, good, average, poor), what size prefer most in the terms of packing (like 2ltr., 1ltr.,
500ml 250ml), how often consume it, what is the source of information regarding the purchase of
it, do soft drink come up with more flavor in the market from our sample. However, Adrian
(2013) stated that Soft drink as such is a very minor part of the food processing industry and he
advised look into customer‘s preference that related to how customers select goods and services
in relation to factors like taste, preference and individual choices. Factors such as the consumer‘s
income and price of the goods do not influence the customer‘s preferred products or services
(Taylor & Okazaki, 2018).

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We find the advertisement of almost all brands of soft drinks. Customers should be more cautious
about their drinks, in order to find out their quality and their display (George, 2012). They can
also come to know the soft drinks by visiting the shops. Among all the soft drinks brands
customer have to judge the other factors such as price, variety and taste before making their
buying decision.

The majority of the advertisement and publicity research that exist merely suggest which
advertisement is the best amid those that are evaluated, and despite the fact that one advertisement
might be more memorable or cause more attention than others, this does not imply that there is a
definite relationship to consumer preferences and sales success (Hartley, 2001). The majority of
the sponsorship research has focused on consumer awareness of sponsors and perceptions of the
sponsor‘s image (Carrillat, et al. 2005), and accordingly there is little evidence concerning the
effect a company‘s sponsorship activities have on consumers‘ attitudes and buying behavior
intended to brand preference. Merely little research can be found within the other demographic
variables and thus age segmentation theory is relatively limited (Wasihun, 2017 and Abdurahamn,
2018). Their study majorly focusing on consumer behavior and attitude found assimilating due to
high health matter of carbonated soft drink. As a result, more knowledge about factors affecting
consumer buying behavior is needed and that majorly is not studied in Ethiopia context of
Coccola and Pepsi. This is due to the fat that today‘s market is open market, consumer taste &
preference is always changeable in condition, Company‘s strategy should be high.

1.3 Research Questions

Attempts were made in this study to find answers for the following key questions.

 To what extent brand awareness influence consumers soft drink brand preference for
Coca-Cola or Pepsi Cola in Addis Ababa, Ethiopia?
 How does brand comprehension influence consumers soft drink brand preference for
Coca-Cola or Pepsi Cola in Addis Ababa, Ethiopia?
 To what extent does advertisement influence consumers soft drink brand preference for
Coca-Cola or Pepsi Cola in Addis Ababa, Ethiopia?
 To what extent brand experience influence consumers soft drink brand preference for
Coca-Cola or Pepsi Cola in Addis Ababa, Ethiopia?

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  Are there significant difference among consumer brand preference and its factors with
different gender, age, and income group?

1.4 Objectives of the Study

1.4.1 General objective
 To examine the factors that affecting consumer soft drink brand preference to consume
Pepsi Cola or Coca-Cola in Addis Ababa, Ethiopia.
1.4.2 Specific objective

Specific objectives included:

 To examine the effect of brand awareness on consumers soft drink brand preference for
Coca-Cola or Pepsi Cola in Addis Ababa, Ethiopia
 To test the effect of brand comprehension on consumers soft drink brand preference for
Coca-Cola or Pepsi Cola in Addis Ababa, Ethiopia
 To investigate the effect of advertisement on consumers soft drink brand preference for
Coca-Cola or Pepsi Cola in Addis Ababa, Ethiopia
 To examine the effect of brand experience on consumers soft drink brand preference for
Coca-Cola or Pepsi Cola in Addis Ababa, Ethiopia
 To test if there significant difference among consumer brand preference and its factors
with different gender, age, and income group

1.5 Significance of the Study

The study will be on the factor that Affecting consumer brand preference in Coca-Cola and Pepsi
product is important for different reasons. The soft drink industry is fast growing in Ethiopia, with
the special interest in Coca-Cola and Pepsi consumer Brand preference.

Hence, this study will contribute to the body of knowledge with current information on factor
affecting brand preference, for both marketing students and Marketers in Coca-Cola and Pepsi
Ethiopian soft drink industry. The study will also be essential in ensuring consumers to make
smart choices when purchasing soft drinks based on elements in relation to the brand attributes.
This will give value for money to the Coca-Cola and Pepsi consumers.

4
Moreover, the study will be essential to the local beverage industry by highlighting key data in the
soft drink market in ensuring the products available in the market meet the expected standards.
This will promote a healthy competitive environment among soft drink players.

Lastly, it will be a source of information for policy maker in the sector and it can motivate other
researchers to give time and study in this area and other companies other than Coca-Cola and
Pepsi. When companies have more understanding about their consumers, the consumer also
benefited from this research when the company delivered the needed product by the consumers.
Finally, the researcher may be benefited from the research, as the research study may enhance his
skill on how the research will conduct.

1.6 The Scope of the Study

This research study attempted to explore the consumer on their attitude toward carbonated soft
drinks and their behavior regarding this product category by considering Coca-Cola‘s and Pepsi
cola‘s products only in Addis Ababa.

Likewise, the study was conducted only in Addis Ababa markets; it may decrease the degree of
applicability in other areas of the country. The research addressed only customers using gold E
and D outlets, so information gained from the view point of other customers who uses other
channel like sook, supermarket and min market were not incorporated in the research. In addition,
the study reviewed factors are more influential to Create brand preference for Coca-Cola‘s and
Pepsi cola‘s products among those elements of preference factor indicator.

The study was delimited only in Addis Ababa, due to majority of community of Addis Ababa
back grounded from rural urban experienced society believed to be morality societal verities and
representing the locals and regional customers.

1.7 Terms and Operational Definitions

1.7.1 Key Terms
 Brand is a name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group and to differentiate them from those
of competition (Keller, 2008).

5
  Consumer-the final user of the product. It can be an individual or an organization that
finally used the product to satisfy a particular need or want.
1.7.2 Operational Definitions
 Brand awareness entails that recognition is communicated onto a brand, which allows
consumers to identify with the brand product, and thus providing companies with constant
competitive advantage (Aaker, 2005).
 Advertising informs consumers about the existence and benefits of products and services,
and tries to persuade consumers to buy them (MacKenzie, 2004).
 Brand Comprehension refers to various aspects viz. It includes ability to recognize
which products are being sold under the brand, ability to ascertain to which company the
brand belongs, perception on the absolute quality and value for money of the brand and
perception on the quality of the product and its price relative to its competition (Keller
2003).
 Brand experience as sensations, feelings, cognitions and behavioral responses evoked by
brand-related stimuli that are part of brand design and identity, packaging,
communications and environments (Hampf and Lindberg, 2011).

1.8 Organization of the Study

The research work divided into five chapters. Chapter one concerns itself with the general
introduction grouped under the following headings; Background of the study, Statement of the
problem, Research Question, Objectives of the study, Significance of the study, Scope and
limitation of the study. Chapter two involves the review of various related literatures on the
relevant subject under the study. Chapter three includes method of collecting the data for the
research work. Chapter four presents discussions and representation of results and provides
analysis of the data gathered for the study. Finally, the fifth chapter provides summary,
conclusions and recommendations.

6
 CHAPTER TWO
RELATED LITERATURE REVIEW
2.1Theoretical Literature Reviews
2.1.1 Concepts and Definitions

Customer preference refers to how customers select goods and services in relation to factors like
taste, preference and individual choices. Factors such as the consumer‘s income and price of the
goods do not influence the customer‘s preferred products or services (Kotler et al., 2005).
Consumer brand preference is an essential step towards understanding consumer choice
behaviour, and has therefore always received great attention from marketers. A broad variety of
theories that attempt to describe the factors which influence consumers and their behavior when
making purchasing decisions have been done. The goal of the investigation of consumer behavior
is to discover patterns of consumers' attitudes in their decision to buy or to ignore a product
(Royo-Vela, 2005). Consumers‘ preferences for products or brands arise from the combination of
many different factors. Some factors come from features of the product itself (e.g., price,
durability), while others are attributes of consumers themselves (Ruane, 2005).

Consumers often make choices in settings where some alternatives are known and additional
alternatives can be unveiled through search. When making a choice from a set of alternatives, the
manner in which each of these was discovered should be irrelevant from a normative standpoint.
Consumers must often decide between choosing among a set of previously discovered alternatives
and searching to discover additional alternatives before making a choice. A substantial body of
prior work examines consumer choice from pre-determined sets of alternatives (Hampf and
Lindberg, 2011). As a result, we know much about the influence of choice set composition and
decision context on choic. Additionally, consumer characteristics such as patriotism,
protectionism and social economic conservatism are affecting their choices (Ruane, 2005).

Regarding brand and consumer preference, their term may be consuming. Often, consumers will
tend to choose a brand that they consider congruent with their self-image. In this particular way
each consumer at an individual basis will try to reflect his or her own identity through choice.
When part of a larger social group, consumer choices tend to converge to a certain pattern thus
forming the basics of an individual social identity (Hampf and Lindberg, 2011).

7
Brand preference is regarded as a key step in consumer decision making, involving elements of
choice. In establishing brand preference, consumers compare and rank different brands by
focusing on their uniqueness defined brand preference as ―the extent to which the customer favors
the designed service provided by his or her present company, in comparison to the designated
service provided by other companies in his or her consideration set,‖ with a consideration set
referring to brands that a consumer would consider buying in the near future (Jin & Weber, 2013).
Also, customer‘s advisory has a positive effect on establishing a positive effect on brand and
consumer preferences (Royo-Vela, 2005).

2.1.2 Theories of Brand Preference

Differences exist between economic theories based on the normative assumption and consumer
rationality, and the information processing theories based on bounded rationality and regards
consumer as a logical thinker in consumer behaviour research. The rational assumption of the
economists was then violated by early psychological theories, such as the Engel-Kollat-and
Blackwell-EKB model or theory of buyer behaviour then adopted the bounded rationality
assumption. Nevertheless, Dhar and Novemsky, (2008) argue that the behavioural decision theory
focuses on the origin of rationality rather than the origin of preferences. Thus, the flowing models
or theories are used in this study.

[Link] Economic Theory

Economists have always been concerned with consumer behaviour and the motivation of choice.
The basic assumptions for standard economic theories are the rationality of consumers and the
normative definition of behaviour. Rational consumers in the economic theory are those seeking
utility maximisation, have clear and complete knowledge about almost all relevant aspects, and
high computational skills. And, the stability, coherence and consistency of preferences wich
assumed consumers have a complete and unchanging preference ordering for alternatives based
on a perfect processing of information (Dhar and Novemsky, 2008). The under such assumptions,
consumer preference is a utility function formed by the trade-off between attributes of the
concerned product/brand. The utility in the economic theory refers to the attribute value offered
by the brand, and consumers learn about this before forming their preferences (Louviere, 2000).
Thus, this theory is vital as it focused on consumer choices that uncover pre-existing preferences,
revealing preferences for the alternative with greatest utility.

8
[Link] Expectancy-Value Model

The expectancy-value model or multi-attribute models are widely accepted. The domination of
these models was evident in the 1970s; however, they are still applied today. The multi-attribute
and expectancy-value models aim to understand consumer attitudes based on the cognitive
factors; consumer‘s beliefs about the object. According to the expectancy-value model, consumer
attitude towards the object is explained by the strength and value of the expected consequences of
the object or the act in question. The multi-attribute models focus on consumer beliefs about
salient attributes (MacKenzie, 2004). Among various attitude models, Rosenberg‘s (1956) and
Fishbein‘s models (1965) are the most popular and widely used by marketers in investigating
consumer brand preferences.

[Link] The Rosenberg Attitude Model

It is based on the cognitive consistency theory aimed at studying the process of attitude learning
and attitude change by formulating the relationship between consumers‘ personal beliefs and
attitude towards objects. The model postulates attitude as a function of the ability of the object to
provide a satisfactory outcome and the satisfaction with the offered outcome. According to this
model, consumer preference for brands is derived from the brand benefits followed by the degree
of satisfaction with the brand value. These values stem from the brand attributes. Brand
preferences were measured quantitatively and the following equation represents the model
mathematically. Thus, this theory helps to measures the degree of satisfaction with the value
provided (Dhar and Novemsky, 2008).

[Link] The Fishbein model

This model attracts the most interest in consumer behaviour explanation and sound conceptual
antecedents. It is used widely in understanding consumer brand preference), and defines it as the
learned predisposition of human beings in shaping their responses towards an act or object. This
model stems from behaviour theory; it uncovers the relationship between attitude and behaviour
by studying the impact of attitudes on behaviour. Based on this theory, consumer predispositions
towards the object/brand are illustrated by employing behaviouristic learning theory. The
evaluative responses towards the brand are determined by the strength of belief on the salient
brand attributes; postulating a causal relationship between beliefs and attitudes (MacKenzie,

9
2004). Thus, the Fishbein model is used in this study as it explains consumers brand preferences
based on their beliefs about the cognitive value of the brand derived from the brand attributes.
Dhar and Novemsky (2008) presnted the differences between Rosneberg and Fishbein models -
The two models are largely similar; however, there are some differences. They suggest that these
differences are insignificant with regard to the application of the two models‘ formulae in attitude
measurements.

[Link] Information Processing Models

The prosperity of consumer behaviour research began at the end of 1960s by the development of
comprehensive models of buyer behaviour. These models play an influential role in understanding
consumer behaviour, but their role did not exceed being descriptive due to their complexity. They
evolved from the rationality assumption of economic theory and classical decision theory to the
bounded rationality assumption. These models deviate from the normative assumption by limiting
the computational capabilities of the consumers and study the impact of perceptual learning and
cognitive factors on consumer decision-making (Wasihun, 2017). The theory of buyer behaviour
was developed mainly to provide deeper insights of consumer brand choices. Initially, the theory
of buyer behaviour was one of the first models to focus on brand choice. Unlike economists, this
theory is based on the following assumptions of bounded rationality: the rationality of consumers
is limited, unlike economists‘ assumption (Abdurahamn, 2018).. It is limited by their cognitive
capacities and availability of information and a positive theory assumes that consumer buying
behaviour is systematic. The brand factors are the stimulus or inputs to the system, while
purchasing behaviour is the output (Wasihun, 2017). Thus, this theory is used in this study as the
basic idea behind this theory is that consumer buying behaviour comprises three main elements:
motives, decision mediators and alternatives. Decision mediators match between the consumers‘
needs and the alternative of having potential to satisfy these needs. Brand preference refers to
consumers‘ predisposition towards certain brand, which summarises their cognitive information
processing towards brand stimuli.
2.1.3 Overview Consumer Preferences
The relationships between different consumers, as well as their contact with other elements of the
world surroundings, affect their choice of products, services, and companies (Kotler et al. 2005).
The reason why consumers buy what they do is often deeply rooted in their minds, consequently

10
consumers do not truly know what affects their purchases as ―ninety-five percent of the thought,
emotion, and learning that drive our purchases occur in the unconscious mind- that is without our
awareness‖ (Armstrong et al. 2005).

Consumers‘ purchase process is affected by a number of different factors, some of which

marketers cannot control, such as cultural, social, personal, and psychological factors. However,
these factors must be taken into consideration in order to reach target consumers effectively
(Kotler et al. 2005). For example, cultural factors as refer to the set of basic values, perceptions,
wants and behaviors learned by a member of society from family and other important institutions,
and is the primary reason behind a person‘s wants and behavior. Each cultural group can be
divided into groups consisting of people with common life experiences and situations, also known
as subcultures (Kotler et al., 2005), such as nationality, racial groups, religion, and geographical
areas. The third cultural factor is social class, which is constituted upon among other variables:
occupation, income, education, and wealth (Blackwell et al. 2001). The other classification of
factors affecting consumer behavior is social grouping, which is composed of small groups, social
roles and status, and family that affect all individuals to some extent. Some of these groups have a
direct influence on a person, i.e. membership groups, groups that a person can belong to (Kotler et
al. 2005), and reference groups which ―serve as direct (face-to-face) or indirect points of
comparison or reference in forming a person‘s attitudes or beliefs‖ (Armstrong et al. 2005). In
addition, consumers‘ personal characteristics, like for instance age and life-cycle stage,
occupation, economic situation, lifestyle, as well as personality and self-concept influence
consumers‘ buying behavior. Moreover, depending on a person‘s occupation and financial
situation, as well as the stage in life a person is in, his/her demands for products shift. A person‘s
lifestyle forms his/her world and the way he/she decides to act, thus a person‘s activities,
interests, and opinions constitute their lifestyle, as well as affecting the choice of products
(Armstrong et al., 2005).

[Link] Brand Awareness

A brand can be defined as a ―name, term, symbol, or design, or a combination of them, which is
intended to signify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors‖ (Keller 1993). Brand image takes place when brand associations held
in the mind of consumers are conveyed onto a consumer‘s perception about a brand. These

11
associations can either be developed from direct experience with the product, from the
information communicated by the company, or from previous associations held about the
company and origin, etc. (Martinez et al. 2003). Brand equity is, according to Aaker (2005) ―a set
of assets and liabilities to a brand‘s name and symbol that adds to or subtracts from the value
provided by a product or service to a firm and/or a firm‘s customers‖. Brand awareness entails
that recognition is communicated onto a brand, which allows consumers to identify with the brand
product, and thus providing companies with constant competitive advantage (Aaker, 2005). For
low involvement products, products ―bought frequently and with a minimum of thought and
effort‖ awareness can affect a consumer‘s buying decision through a sense of familiarity, whereas
for high involvement products, brand awareness provides consumers with a sense of presence and
assurance (Aaker, 2005).

[Link] Brand Advertisement

Advertising informs consumers about the existence and benefits of products and services, and
tries to persuade consumers to buy them (MacKenzie, 2004). Moreover, Kotler et al. (2005),
claim that advertising aims at attaining target consumers to either think or react to the product or
brand. As a method of achieving advertisement goals, advertisements as well as their content play
a vital role in the process of commercial communication. More specifically, it is the advertised
product and brand as well as the content of the advertisement that determine greater or lesser
memory retention among the consumers (Royo-Vela, 2005). There are different types of
advertising objectives, and they are classified by the purpose, that is, to inform, persuade or
remind. When introducing a new product category, informative advertising is heavily used where
the objective is to build a primary demand, but as competition increases, persuasive advertising
becomes more important. Here, the company‘s objective is to build selective demand for a brand
by persuading consumers that it offers the best quality for their money. Reminder advertising, on
the other hand, is employed for mature products as it keeps customers thinking about the product
(Kotler et al. 2002).

[Link] Brand Comprehension

Beyond awareness comes Brand Comprehension and it is here that positioning happens and the
customer is able to create a coherent view about the brand vis-à-vis competition. Brand
Comprehension (Keller 2003) refers to various aspects viz. It includes ability to recognize which

12
products are being sold under the brand, ability to ascertain to which company the brand belongs,
perception on the absolute quality and value for money of the brand and perception on the quality
of the product and its price relative to its competition. It also includes understanding on what the
brand stands for in terms of values and social image and brand personality.

Brand comprehension is both partly rational and partly subjective and surreal in nature. Brand
comprehension is about both the tangible and intangible value offered by the brand. Brand
Comprehension hence is far beyond only the product or only the brand campaign and it
encompasses all the consumer knows about the brand and how he evaluates it in his subjective
reference frame. Brand Comprehension ends with a positive or negative attitude towards the
brand and the same results in Brand Preference or otherwise.

[Link] Brand Experience

Hampf and Lindberg (2011) defined brand experience as sensations, feelings, cognitions and
behavioral responses evoked by brand-related stimuli that are part of brand design and identity,
packaging, communications and environments. These authors validated a brand experience scale
for measuring the customer responses, based on four sub-dimensions: sensory, affective,
intellectual, and behavioral. Brand experience is conceptualized as sensations, feelings,
cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand‗s
design and identity, packaging, communications, and environments. Various studies show that
brand experience affects consumer satisfaction and loyalty directly and indirectly through brand
personality associations (Hoch, 2002). It is noted that brand experience has fascinated a lot of
consideration in marketing theories and practice. Practitioners in the field of marketing have come
to recognize that understanding how consumers experience brands is serious for developing
strategies to marketize goods and services.

2.2 Related Empirical Literature

2.2.1 Evidences from Global Perspective

Consumer brand preference is an essential step towards understanding consumer choice
behaviour, and has therefore always received great attention from marketers. Sumeet and Madhuri
(2015) assessed customers‘ preferences towards various soft drinks brands. They reasoned to
work out the customers preferences pertaining to the various brands of soft drink. Basically they

13
intended to find out the most popular flavor, what factor compels to consume (like brand,
advertisement, quality, variants), product rating (like excellent, good, average, poor), what size
prefer most in the terms of packing (like 2ltr., 1ltr., 500ml 250ml), how often consume it, what is
the source of information regarding the purchase of it, do soft drink come up with more flavor in
the market from our sample. It is concluded that difference between the Determinants i.e. Brand,
Price, Taste, Packaging, Advertisement, Size, Colour, are significant. The companies are
therefore, advised to give more emphasis on Services of Company factor while producing Soft
drinks because consumers highly considered the Services of Company factor while purchasing
Soft drinks whereas less emphasis on Retailers, friends and Relatives‘s advice because consumers
considered little about the reference of shopkeepers, friends and relatives factor while purchasing
Soft drinks. On other hand, Eva-Lena, Evelina and Cecilie (2006) examined the factors affecting
consumer preferences. This study aimed to gain a deeper understanding of different international
and local factors affecting consumer preferences on a local market. It used a quantitative method
was applied, and thus a questionnaire with 150 respondents on the local market was conducted. It
found that international advertising and international sponsorship respectively influence the local
target group in different ways, but they also affect international brand in that they haven impact
on brand image and brand equity. Moreover, depending on a person‘s age, consumers view
brands differently, and thus have an effect on international brand alone, but also in combination
with international advertisement and international sponsorship. Together, these factors influence
the way in which a brand is perceived, and consequently influence consumer preferences. Bandar
(2015) assessed the factors affecting decision making of consumers through advertising strategy
and integrated marketing. As result, the study has found that consumers do not prefer purchasing
products about which they are not aware of, which signifies the importance of advertising and
integrated marketing. It has been found in this study that advertising strategy is most important
tool of integrated marketing program which produce profound and lasting impact on consumers.
This explains that advertising is the most important tool in creating brand awareness as well as
influencing consumer purchase decision. The study found out that advertising strategy and
integrated marketing share a positive correlation with consumer purchase decision; only if they
are used effectively through application of appropriate research technic.

Ebrahim, Ghoneim and Irani (2016) investigated a brand preference and repurchase intention
model the role of consumer experience. This study developed a model that provides an

14
understanding of how brand knowledge and brand experience determine brand preference and to
investigate its impact on brand repurchase intention. Accordingly, exploratory focus group
discussions are employed followed by a survey of mobile phone users in Egypt. The findings
provide insights into the relative importance of consumer perceptions on different brand
knowledge factors in shaping brand preferences. It also demonstrates the significance of
consumers‘ experiential responses toward brands in developing their brand preferences that in
turn influence brand repurchase intention. The model therefore offers managers a new perspective
for building strong brands able to gain consumer preferences.

On other hand, Mustafa (2013) stated that the most significant reasons for buying white goods
according to consumers are to use or take advantage of them for various purposes. Meanwhile,
consumers may also have other purposes such as innovation, prestige, brand and flashiness. Many
people perceive white goods as comfort and ease of life. However, the most important thing is to
figure out why or why not consumers buy and the factors which affect their brand preference
most. During brand life cycle, the links produced by advertisements in consumers‘ mind will
determine consumers‘ decision for brand preference, in addition to brand awareness. Although
there are several researches on the effects of advertisements on consumers‘ decision in general,
there are no researches about effects of advertisement on decision of white goods. This situation
required this study. He assessed the effects of advertisements on the consumers‘ brand preference.
The aim of this research was to explore the effects of advertisements in white goods sector on
brand preference. According to this aim, firstly brand and ad concepts are reviewed and then the
relationship between them is stated. Afterwards for the preference of white goods brands are
evaluated through results of the research. The study participants are customers of white goods
brands in Istanbul and the data collection method used is questionnaire. It is assessed that the
results and findings of the research will be helpful for white goods vendors about advertisement
decisions. The difference between demographic features and the means of customer loyalty are
analyzed. The relationship for the gender-variable factor and marital status-variable factor are
statistically significant. As a result, H0 hypotheses for customer loyalty are accepted (p>0,05) for
gender groups and marital status. The relationship for age-variable factor, educational status-
variable factor, profession-variable factor and monthly income-variable status are not statistically
significant. According to the age, educational status, profession and monthly income, there is

15
difference between the means. As a result H0 hypotheses for customer loyalty are rejected
(p<0,05) and alternative hypotheses (H1) are accepted.

Kate and Jenni (2010) assessed the relative effectiveness of 15- and 30-second television
advertisements. They indicated that the purpose of ad is to show identity and individuality of the
brand, and ad‘s goal is to give the brand a first class ticket throughout the life of it. Advertising
remind, liking, and correct brand identification are three metrics commonly used to assess the
quality of advertising, particularly once it has gone to air and is playing in the competitive
environment with viewers seeing it in their home environment. The most important element that
makes up this fact in the mind of the consumer is advertisement. These are all in the mind of the
consumer trust. Brand personality is also affected by nearly everything associated with the person
including his or her neighborhood, friends, and activities just as the personality of a person. The
personality of the brand can be created directly or indirectly through advertising. To do so, human
characteristics will be transferred to the brand. Consumers perform the repurchase behaviour in
certain brands if they are satisfied as a result of the trial or if they create a personal commitment
against them. This is because the consumer is looking for beneficiaries of a hash and you can
overlap the product image if it fits the lifestyle of consumer.

Jeffrey, Rajagopal and Chip (2011) assessed the repetition-break plot structure makes effective
advertisements. They stated that advertisers seek to increase consumer’s engagement with
brands. However, consumers vary in what they find engaging and, as such, enhancing consumer
engagement has been a challenge. Advertising has to be updated according to new trends in the
world. (new technologies, changing markets, changing legal frameworks etc.) But there are more
challenges and trends that increase the pressure on marketing and brand management. The type of
responses to advertisements for the well-known and new products: a positive emotional context
led to a more positive attitude towards the advertisement, the brand and purchase intention for the
well-known brand than for the new brand. A non-emotional context led to more positive
responses for the new brand than for the well-known brand.

2.2.2 Findings from Ethiopian Studies

Amdemichael (2014) assessed the factors affecting brand preference of brands. The study aimed
to fill the lack of publication on brand preference of university students particularly in Addis
Ababa. The researcher used one way ANOVA analysis and independent sample t-test and it found

16
that consumers are influenced by brand equity dimensions in their brand preference of
international brands over the local ones rather than consumer attribute dimensions like new
technology applications, product attributes and price. In addition, Kassahun (2014) conducted a
study entitled determinants of beer brand preference the case of Addis Ababa beer market. The
study was analyzed through descriptive statistic also factor analysis was used along with
exploratory factor analysis and multiple regressions. The study concluded the finding in
perception of beer consumer regarding the brand quality is important factor in shaping preference.
Also price and normative influence are insignificant predictors of consumer beer brand
preference.

Aberra (2015) examined factors affecting consumers brand preference in Addis Ababa outlet
shops. The study was done due to the fact to inform how to design and update marketing and
branding of dairy products. The study used descriptive analysis method to analyze the quantitative
data gathered in the outlets. The researcher concluded the study brand attributes (product price,
quality, taste and brand familiarity), advertisement and sales promotion affect consumers brand
preference on dairy products in Addis Ababa. Mohammed (2015) conducted a study in the impact
of branding on consumer buying decision behavior. The researcher aimed on manufacturers and
distributors of local footwear products understand the impacts of branding the consumer buying
decision behaviors of local products. The study used descriptive and inferential statistics methods.
The research was concluded on brand name and brand logo has significant impact on consumer
buying decision behavior. Finally, Metshet (2014) assessed brand preference in relation to
product attribute and business buyers‘ behavior in Addis Ababa‖. The major aim of the study was
to identify the relationship of brand preference with product attribute or else business buyers‘
behavior in Addis Ababa market. The researcher used descriptive analysis and chi-square test to
analyze the data collected. The conclusion of the study indicated that the brands are highly
monetary valued and has high performance in the market due to the prefer ability by the consumer
in regard with the product attribute.

2.3 Research Gap

Not only can it be difficult to understand consumer behaviour and target groups‘ needs on the
domestic market, but for multi-national companies, this is an even greater struggle. Despite the
fact that most of the world‘s consumers have certain things in common, their values and attitudes,

17
as well as behaviour often differ. As a result, it is vital that international marketers understand
these differences and adapt their marketing strategies accordingly. Failure to do so could result in
disaster for a company‘s international products and marketing programs. More specifically, the
degree to which international advertisement should be adjusted in accordance to distinctive
consumer characteristics in different countries is of great concern for many companies (Bandar,
2015). Consequently, the debate about whether to standardize or adapt an advertising campaign
based on consumer preference has come to dominate the area within the international marketing
literature for decades. This is because every day consumers make purchase decisions by choosing
among large sets of related products. Individual consumers may approach purchase decisions with
different mind sets that can affect how they purchase. However, the study of brand preference has
been limited to traditional marketing focusing on functional attributes to maximise utility. But
now the shift to experiential marketing broadens the role of the brand from a bundle of attributes
to experiences. Technological advancements have helped to increase the similarities between
brand attributes and product commoditization (Ebrahim, et al., 2016). Consequently, consumers
cannot shape their preferences among brands using rational attributes only. They seek out brands
that create experiences; that intrigue them in a sensorial, emotional and creative way. In addition,
previous studies ignored the factor that affecting consumer soft drink brand preference.
Researchers like Amdemichael (2014) and Kassahun (2014) have been conducting studies
regarding brand preference in Addis Ababa on different sectors as stated on the empirical
literature review but to give highlights like dairy products a study entitled ―factors affecting
consumers brand preference of dairy products in Addis Ababa outlet shops‖ and concluded brand
attributes (product price, quality, taste and brand familiarity), advertisement and sales promotion
affect consumers brand preference on dairy products in Addis Ababa (Aberra, 2015), another
study on mobile phones entitled ―assessment of brand preference of international vs. local mobile
phone brands (the case of Addis Ababa university school of commerce students). There is a lack
of inclusion of demographic factors and brand comprehension. Thus, this study aimed to examine
the factor that affecting consumer Soft drink brand preference to consume Pepsi Cola or Coca-
Cola in Addis Ababa, Ethiopia. It also specifically included the investigating of brand awareness,
brand, advertisement and brand experience on consumers‘ soft drink brand preference for Coca-
Cola or Pepsi Cola in Addis Ababa, Ethiopia. It also tests if there significant difference among
consumer brand preference and its factors with different gender, age, and income group.

18
2.4 Conceptual framework
The consumer decision-making process comprises various steps a consumer passes through when
making a purchase decision. This process encompasses all steps from the recognition of a need
through the pre-purchase search for information about potential ways to satisfy the need, the
evaluation of alternative options to the actual purchase and the post-purchase processes including
experience and evaluation of the product (Olshavsky and Granbois 1979). Hence the following
conceptual framework of the paper is adopted through review of literatures. The dependent
variable is brand preference and brand awareness, comprehension, advertisement and experience
are included in independent variables.

Independent Variables Dependent Variable

Brand Awareness

Brand Comprehension

Brand Preference
Brand Advertisement

Brand Experience

 Gender
 Age
 Income group

Figure 2.1: Conceptual framework (adopted from Mooradian et al. 2012)

The researcher reviewed related literature as above demonstrated so as to see what others have
done to the subject in the past. From the review, the student researcher has observed that majority
of the scholars agree that factor that affecting on consumer brand preference after brand
awareness and attitude towards a brand is created.

19
2.5Research Hypothesis

[Link] Brand Awareness

Brand image takes place when brand associations held in the mind of consumers are conveyed
onto a consumer‘s perception about a brand. These associations can either be developed from
direct experience with the product, from the information communicated by the company, or from
previous associations held about the company and origin, etc. (Martinez et al. 2003). Brand equity
is, according to Aaker (2005) ―a set of assets and liabilities to a brand‘s name and symbol that
adds to or subtracts from the value provided by a product or service to a firm and/or a firm‘s
customers‖. Brand awareness highly relates to brand preference as it entails that recognition is
communicated onto a brand, which allows consumers to identify with the brand product, and thus
providing companies with constant competitive advantage (Aaker, 2005). For low involvement
products, products ―bought frequently and with a minimum of thought and effort‖ awareness can
affect a consumer‘s buying decision through a sense of familiarity, whereas for high involvement
products, brand awareness provides consumers with a sense of presence and assurance (Aaker,
2005).
 Hypothesis 1: Brand awareness has a positive and significant effect on consumer
brand preference.
[Link] Advertisement
It is the advertised product and brand as well as the content of the advertisement that determine
greater or lesser memory retention among the consumers (Royo-Vela, 2005). There are different
types of advertising objectives, and they are classified by the purpose, that is, to inform, persuade
or remind. Here, the company‘s objective is to build selective demand for a brand by persuading
consumers that it offers the best quality for their money. Reminder advertising, on the other hand,
is employed for mature products as it keeps customers preference to the product (Kotler et al.
2002).
 Hypothesis 2: Advertisement has a positive and significant effect on consumer brand
preference.
[Link] Brand Comprehension

20
Brand Comprehension is here positioning happens and the customer is able to create a coherent
view about the brand vis-à-vis competition (Keller 2003). Brand comprehension is both partly
rational and partly subjective and surreal in nature. Brand comprehension is about both the
tangible and intangible value offered by the brand. Brand Comprehension hence is far beyond
only the product or only the brand campaign and it encompasses all the consumer knows about
the brand and how he evaluates it in his subjective reference frame. Brand comprehension ends
with a positive or negative attitude towards the brand and the same results in brand Preference or
otherwise.

 Hypothesis 3: Brand Comprehension has a positive and significant effect on

consumer brand preference.
[Link] Brand Experience

Hampf and Lindberg (2011) validated a brand experience scale for measuring the customer
responses, based on four sub-dimensions: sensory, affective, intellectual, and behavioral. Brand
experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked
by brand-related stimuli that are part of a brand‗s design and identity, packaging,
communications, and environments. Various studies show that brand experience affects consumer
preferences, satisfaction and loyalty directly and indirectly through brand personality associations
(Hoch, 2002).

 Hypothesis 4: Brand experience has a positive and significant effect on consumer

brand preference.

Although demographic segmentation continues to have an influential role within the marketing
theory, the majority of the research focuses on the way in which demographic variables affect
marketing communications, particularly that of gender and advertising. Merely little research can
be found within the other demographic variables and thus age segmentation theory is relatively
limited ((Royo-Vela, 2005). The consumer market amounts has been increased, and thus there is
great demand for an enormous variety of goods and services, especially as consumers differ from
one another in that of age, gender, income, education level, and tastes. In addition, the
relationships between different consumers, as well as their contact with other elements of the
world surroundings, affect their choice of products, services, and companies (Kotler et al. 2002).
The reason why consumers buy what they do is often deeply rooted in their minds, consequently

21
consumers do not truly know what affects their purchases as ―ninety-five percent of the thought,
emotion, and learning occur in the unconscious mind- that is without our awareness (Armstrong et
al. 2005). Consumers‘ purchase process is affected by a number of different factors, some of
which marketers cannot control, such as cultural, social, personal, and psychological factors.
However, these factors must be taken into consideration in order to reach target consumers
effectively (Kotler et al. 2005).

 Hypothesis 5: There is a difference between demographic variables (gnder, income and

age) of consumers buying decisions in soft drink market in Addis Ababa

22
 CHAPTER THREE
RESEARCH METHODOLOGY AND DESIGN
3.1 Research Design

Research can be approached as qualitative and quantitative or mixed when approach to research
has been considered as the criterion of classification. Qualitative research is more subjective in
nature than quantitative research and involves examining and reflecting on the less tangible
aspects of a research subject, e.g. values, attitudes, perceptions. Whereas, the emphasis of
quantitative research is on collecting and analysing numerical data; it concentrates on measuring
the scale, range, frequency etc. of phenomena (Marczyk and Festinger, 2005). In addition, mixed
method integrates quantitative and qualitative data collection and analysis in a single study or a
program of enquiry (Creswell, 2009).

This study collected and analyzed numerical data; concentrates on measuring the scale, range,
frequency etc. of phenomena. The study is highly detailed and structured and results can be easily
collected and presented statistically. On other hand, this study depends on careful definition of the
meaning of consumer preference and its associated factors and it properly develops the concepts
and variables of consumer buying behavior, and the plotting of interrelationships between these.
The most effective evaluation research is one that combines qualitative and quantitative
components, making statistical comparisons is useful and so is gaining an in depth understanding
of the processes producing the observed results or preventing the expected results from appearing.
It was for this sake that, this research design was chosen in order to explore the Factor that
affecting consumer Soft Drink Brand Preference in the case of Pepsi and Coca-Cola Addis Ababa
of Ethiopia.

3.1 Research Design

The research design can be classified using a variety of ways, such as the methods of data
collection, time dimension, researcher participation and the purpose of the study. On the other
hand, the most widely-used classification is the one based on the purpose of the study. There are
three types of research design based on the study‘s purpose: exploratory, descriptive and causal
(Creswell, 2009). The exploratory study provides more insight and ideas to discover the real
nature of the issue under investigation. Descriptive study stems from prior knowledge and is

23
concerned with describing specific phenomena; it is a means to an end rather than an end, since it
encourages future explanation. Causal or explanatory research explains causal relationships
between variables. These three basic designs are interrelated, and the research can combine more
than purpose.

This study is going to try to investigate factors affect consumer buying decision on soft drink
market business. Because the research was conducted to test the factors affecting busing behavior
and explain the relationships between the studies constructs in soft drink market. The study
explained causal relationships among factors influencing consumers‘ behavior in soft drink
market to facilitate generalization and to predict the future. Additionally, it employed
mathematical models and theories pertaining to consumer behavior. Moreover, discovering
regularities in descriptive events is a prerequisite to investigate the factors that affecting consumer
Soft Drink Brand Preference in the case of Pepsi and Coca-Cola Addis Ababa of Ethiopia.
Besides, the study provided a complete picture of consumer preference for soft and its market
situation in Ethiopia and explained the buying behavior of the target market that is the essential
task of marketing manager under modern marketing. In addition, it described various aspects
about soft drink market in Ethiopia with its perceived consumer buying decision behavior.

3.2 Target Population and Sampling

Population is a complete set of elements (persons or objects) that possess some common
characteristic defined by the sampling criteria established by the researcher (Biopharm, 2002).
The study used unknown target population for the study. Therefore; the researcher used men and
women who use non-alcoholic carbonated soft drinks at selected gold eating and drinking outlets.
So the sampling frame for this study was from the observation in six areas of Addis Ababa by
dividing it north Addis, South Addis, East Addis, Central Addis-1, Central Addis-2 and West
Addis to include different life style of Addis Ababa.

3.2.1 Sampling Frame

Sampling frame is list of all the elements in the population from which the sample is drawn. This
list should contain enough information about each prospective sampling unit so the researcher can
successfully contact them. Having an incomplete sampling frame, decrease the likelihood of
drowning a representative of the sample. Sampling frame list can be created from a number of

24
different source such as customer lists from companies internal database, random digit dealing
(hair, Bush and ortinau,2006,p.343).So for this study the researcher used six area of Addis Ababa
by dividing it north Addis Ababa, South Addis Ababa, East Addis Ababa, Central-Addis Ababa-1
,Central Addis Ababa-2 and West Addis gold eating and drinking outlets (outlets their industry
volume sales is more than 100 cases of bottle per month) based on the database researched in
CCBA(NBE,2019).so for this study the researcher used sample from respondents who uses these
selected gold eating and drinking outlets.

3.2.2 Sampling Size

Generally, the sample size for any study depends on the population size — how many total people
fit your demographic and margin of Error (Confidence Interval); the researcher need to decide
how much error to allow. The confidence interval determines how much higher or lower than the
population mean. The researcher was willing to let your sample mean fall. It looked something
like this: ―68% of voters said yes to Proposition Z, with a margin of error of +/- 5%.‖ Its
confidence Level — How confident the researcher wants to be that the actual mean falls within
his /her confidence interval? The most common confidence intervals are 90% confident, 95%
confident and 99% confident. Standard of Deviation — and necessary Sample Size formula = (Z-
score) ² * StdDev*(1-StdDev) / (margin of error) ² Assuming the researcher chose a 95%
confidence level, .5 standard deviations, and a margin of error (confidence interval) of +/- 5%.
((1.96) ² x .5(.5)) / (.05) ² (3.8416 x .25) .0025 .9604 / .0025= 384.16 so approximately 385
respondents were needed. So the sample size for each area were depend based on the percentage
each area has from the total gold eating and drinking outlets. So the following is percentage of
each area; -

1) North Addis Ababa-285(outlets)/2101=0.13565*385(samples)=52.22513≈52

2) South Addis Ababa (667 outlets)/2101=0.317468*385(samples)=122.2251≈122

3) East Addis Ababa (284 outlets)/2101=0.135174*385(samples)=52.04188≈52

4) Central-Addis Ababa-1(273 outlets)/2101=0.129938*385(sample)=50.02618≈50

5) Central Addis Ababa-2(288 outlets)/2101=0.137078*385(samples)=52.77487≈53

25
 6) West Addis Ababa (304 outlets)/2101=0.144693*385(samples)=55.70671≈56

3.3 Data Collection Method

There is a choice of three main research instruments in collecting primary data includes
questionnaires, qualitative measures and mechanical device (Kotler and Keller, 2006, p.101). In
this research, the researcher used questionnaire to collect the primary data, therefore the reviews
focused on the concept of questionnaire method only to collect only primary data (data gathered
freshly for specific purposes). The research questions were designed according to conceptual
framework for answering the main objectives of the study.

3.4 Data Collection Form

The researcher used primary data from the market through questionnaire including the factors that
affecting consumer Soft Drink Brand Preference in the case of Pepsi and Coca-Cola Addis Ababa
of Ethiopia.

3.5 Data Analysis

Once the usable responses from the questionnaires were collected, the data was documented and
coded into SPSS software. After the collection process of relevant data is completed; proper
method of data analysis is going to be used. The analysis indicates transformation of raw data in
to a form that makes easy to understand and interests it. First, the empirical data was analyzed by
descriptive statistics (frequency, mean and standard deviation). Next, the data was analyzed using
statistical techniques of correlation analysis as the study used likert scale, Pearson product
moment correlation was used. Besides, chi square test was used to show the difference of score
means between respondents (the mean difference among respondents based on demographic
variables) on brand preference and its factors.

In addition, the study used Logistic regression as a part of model building. Logistic regression is a
variation of the regression model, wherein the dependent variable is a categorical variable. The
logistic regression also allows the independent variables to be categorical variables. The logistic
regression is nothing but the non-linear transformation of linear regression. The researcher used
the binary logistic regression, where the dependent variable is a dichotomous variable like to
prefer their conceivable brand (Pepsi or Coke). The regression value ranged between 0 and 1,

26
indicating the unwillingness by 0 and the willingness by 1. The model fit is tested using the
‗‘percent correct prediction‘‘ which is calculated based on the estimated p value (event
occurring). The bigger the percent correct predictions, the better the mode. Finally, the qualitative
data was analyzed and described according to respondents‘ responses.

Y1 = B1 + X1B1 + X2B2 + X3 B3+ X4 B4+ E

Where
• Y1 = Consumer Brand Preference (Pepsi or Coke)
• The purchase decision of a consumer for preferring a brand (Y) is considered to be
depending upon the following independent variables
• B1 – Coefficient of constant and B1-4 are the coefficient of independent variable where
• X1 – Brand Awareness
• X2 – Brand Comprehensive
• X3 – Brand Advertisement
• X4 – Brand Experience
• E = error term

3.6 Validity and Reliability

3.6.1 Validity

Kothari (2004) says validity is the most critical criterion and indicates the degree to which an
instrument measures what it is supposed to measure. In this research different mechanisms were
used to enhance the validity of the study. In the first place, non- random sampling was used, this
method reduced the possibility being in valid and in addition, the appearance and appropriateness
of questioner was cheeked by professional in the field so as to refine the questions.

[Link] Pilot Test

A pilot survey was conducted on minimum of 10 respondents prior to administrating the

questionnaire to the selected sample size. The pilot survey is undertaken to check if the
questionnaire is easily understandable and straightforward to ensure that the respondents can
answer the questions without difficulty.

27
3.6.2 Reliability

It is another important test of sound measurement. A measuring instrument is reliable if it

provides consistent results Kothari (2004). The two variants of reliability were assured through
standardizing the condition under which the instrument administered (stability aspect) and
employing the same design of measurement for the whole sample (equivalence aspect).

Table 3.1 Reliability Statistics

Cronbach's N of Items
Alpha
Brand Awareness .818 8
Brand Comprehension .865 6
Advertisement .790 8
Brand Experience .781 6
Brand Preference .909 8
Overall .844 36
Survey result, 2020

For this purpose Cronbach‟s Alpha-values was used or applied to determine the reliability of the
construct as a measurement instrument. The result indicated that all dimensions reliability
statistics scores have been more than .75 and shows that the data collection instrument is reliable.

3.7 Ethical Considerations

This study like other academic researches abides by ethical issues, moral conducts and service
confidentiality to the dairy‘s data and for the privacy of respondents. The questionnaire is
designed out in such a way that respondents are not required to write the names and reveal their
personal information on the questionnaire and the confidentiality of data being collected is
handled with due care and used for academic purpose only. Every person was involved in the
study was entitled to the right of privacy and dignity of treatment, and no personal harm was
caused to subjects in the research. Information obtained was held in strict confidentiality by the
researcher. All assistance, collaboration of others and sources from which information was be
drawn is acknowledged.

28
 CHAPTER FOUR
DATA ANALYSIS AND PRESENTATION AND DISCUSION
This chapter presents the study‘ data presentation, analysis and discussion part which contains
research model and demographic profile of respondents.

Response Rate

The study appeared 61 % of responses rate as 235 questionnaires were suitably returned out of
384 distributed questionnaires. As a result, it can be supposed that the study attended good
reactions with respondents due to Covid 19 out struck and its concern and impact.
Table 4.1 Response Rate by zone
No Sub city Sample Size Returned Response rate
1 North Addis Ababa 52 29 56%
2 South Addis Ababa 122 81 66%
3 East Addis Ababa 52 31 60%
4 Central-Addis Ababa -1 50 30 60%
5 Central Addis Ababa-2 53 28 52%
6 West Addis Ababa 55 36 65%
239 61%
Total 384
Survey result, 2020

4.1 Respondents Profile

This part presents the respondents‘ profile about their education, gender, age, marital status,
purchasing behavior in terms of preference, choices and priority given in buying process. .

Gender Distribution
in % Age Composition in %
40 35.3

30 26.8
24.3
Female
20 13.6
45% Male Percent
55% 10

0
Below 18 19 -30 31- 50 Above 51

Survey result, 2020

Figure 4.1 Respondents’ age and gender profiles

29
The above two figures show the respondents‘ gender participation and age category. This helps to
know their background information on the respondents at different level has been shown
throughout charts. The study found that, among the 235 respondents 45%, i.e., 107 individuals
were female and 55%, i.e., 128 individuals were male. In addition, among these respondents 24%
of the respondents are of age below 18 years, 35 % individuals are of age 19-30 years and the
remaining 40 % of them are of age more than 30 years.
Table 4.2 Respondent profile – Marital Status and Income

Marital Status Income

Frequency Percent Frequency Percent
Never Married 112 47.7 Less than 1000 13 5.5
Married 90 38.3 1001 - 5000 66 28.1
Divorced 17 7.2 5001 - 15000 75 31.9
Widowed 16 6.8 Above 15001 81 34.5
Total 235 100.0 Total 235 100.0
Survey result, 2020
The above table portrays that among 235 collected questionnaires conducted research on, 48 % of
them are not married or single and 38 % married and others around 14 % divorced and widowed.
Moreover, few or almost 6 % of them have less than 1000 monthly income and 67% of them have
more than 5, 000 Birr per month income. Thus, most respondents were from both gender
category, in active age group, as having variety of income group. For that reason, it is understood
that they were from various income group, marital status and able to respond the questionnaire
and to provide pertinent data for this study.
Table 4.3 Respondent Buying Preference
How many times did you drink How long you have been drinking First priority when it comes to
soft drinks per week Coca-Cola brand products? drinking soft drinks
Category Count % Category Count % Category Count %
Under 2 93 39.6 Less than 2 14 6.0 Price 45 19.1
3-5 times 73 31.1 2 - 5 63 26.8 Taste 67 28.5
6 -8 times 47 20.0 5 - 10 75 31.9 Refreshment 78 33.2
more than 22 9.4 > 10 83 35.3 To be wide- 45 19.1
10times awake
Total 235 100.0 Total 235 100.0 Total 235 100.0
Survey result, 2020

30
The above table portrays the majority of the respondents have experienced many times to drink soft
drinks per week. Respondents first priority when it comes to drinking soft drinks, 19.1% indicated
price, 28.5% preferred to taste, 33.2% for refreshment and 19.1% To be wide-awake. The
majority of them assured that they use soft drinks repeatedly. This implies that this study can
collect pertinent brand preference and associated information from these respondents.

200

250 180
160 55.7
200 140
62.6 Substitite for Substitite for
120 44.3
150 Pepsi Percent Coca Percent
100
37.4
100 Substitite for 80 Substitite for
147
Pepsi 60 131 Coca
50 88 Frequency 104 Frequency
40
0 20
Tea Other like
0
beer
Coffee Water

Survey result, 2020

Figure 4.2 Substitutes for Pepsi and Coca
The above two figures show that tea (63%) and other beverages like beer (37) were selected as
substitute for Pepsi whereas Coffee and water were selected for Coke. This shows that Pepsi and
Coke have different substation products even if they are similar soft drinks. Among their affiliated
products Miranda has been preferred to Pepsi and Coca Cola and Sprit have been mostly prepared
products as per the majority of interviewees responses. Most respondents including interviewees‘
result show that not only are Coca-Cola and Pepsi dominant market leaders on the Ethiopia
beverage market, but they are also two of the most notable and widely sold commercial brands in
the country. Most respondents like caffeine that has special kind of taste makes the taste of soft
drink considered best. It is widely indicated that that most people need caffeine free soft drinks
that associated with health issue. Most people like soft drinks as they contain gases or carbon
dioxide. Actually, Carbon Dioxide is a colourless & smells less gas, which is added to cold drink
to get bubble & it also help in keeping drink strong & fresh. Along with taste of soft drink is also
of very important, the majority of respondents say Pepsi and Coke try to maintain both taste &

31
colour. However, most people have issue related to sugar that sugar syrup is added to make soft
drink taste sweet. Thus, most people dislike artificial sweetness that is also used

4.2 Response Analysis

The response analysis was done using mean and standard deviation to present the various
characteristics for data sets. In this study, descriptive statistics helps to enables us to present the
data in a more meaningful way, which allows simpler interpretation of the data. Mean scores
rating was taken from Reham (2011) that studied on similar area as 4.51-5.00 excellent or very
good, 3.51-4.50 good, 2.51-3.50 average or moderate, 1.51-2.50 fair and 1.00-1.50 is poor.

4.2.1 Using Descriptive Statistics

Table 4.4: Respondents’ Responses

Descriptive Statistics
N Minimum Maximum Mean Std.
Deviation
Brand Awareness 235 2.91 4.02 3.75 1.268
Brand Comprehension 235 3.51 3.75 3.59 1.351
Advertisement 235 3.51 3.94 3.65 1.313
Brand Experience 235 3.19 4.15 3.76 1.197
Consumer Brand Preference 235 0.76 0.84 .80 .404
Survey result, 2020
Consumer decision making pertains to making decisions regarding product and service offerings.
It actually a process of gathering and processing information, evaluating it and selecting the best
possible option so as to solve a problem or make a buying choice. The above table shows that the
mean rages for brand preference .76 to .864with .80 grand mean. The grand mean was found to be
approaching to 1. It shows most respondents spend their available resources (time, money, effort)
on consumption-related items. The relationships between different consumers, as well as their
contact with other elements of the world surroundings, affect their choice of products, services,
and companies (Kotler et al. 2005). On other hand, this study found that lowest mean found on
brand comprehension 3.59 and highest mean was found as 3.76 by brand experience. It means
Pepsi and Coke could not able to create positioning happens and the customer is nearly unable to

32
create a coherent view about the brand vis-à-vis competition. However, Pepsi and Coke tried to
create sensations, feelings, cognitions and behavioral responses evoked by brand-related stimuli
that are they have a good brand design and identity, packaging, communications and
environments.

4.2.2 Itemized Analysis Using Descriptive Statistics

Table 4.5: Respondents’ Responses Itemized

Mea
Dimensions Mean Dimensions
n
Pepsi 4.01 influence by Pepsi 3.75
well familiar
Coke 4.02 advertisement Coke 3.51
Brand Awareness

Advertisement
Pepsi 3.62 get pleasure & Pepsi 3.55
Always recall
Coke 3.90 entertainment Coke 3.51
Pepsi 3.87 Proud by various Pepsi 3.58
Good recognition
Coke 4.01 advertisement Coke 3.70
Aware as holding quality Pepsi 2.91 Pepsi 3.94
idol affect
product Coke 3.69 Coke 3.25

Mea
Dimensions Mean Dimensions
n
understand values and Pepsi 3.75 Pepsi 3.19
Brand Experience

experience
Comprehension

social image Coke 3.65 Coke 3.74

Brand

Perceive quality and value Pepsi 3.39 Pepsi 3.25

strong impression
for money Coke 3.60 Coke 4.15
Pepsi 3.62 Pepsi 4.12
Positive attitude engagement
Coke 3.51 Coke 4.10

Dimensions Mean
Pepsi 0.82
Consumer Preference

willing to buy
Coke 0.84
Pepsi 0.78
consume more Pepsi
Coke 0.76
Pepsi 0.76
feel acceptable
Coke 0.80
Pepsi 0.75
a good impression
Coke 0.86
Survey result, 2020
33
[Link] Brand Awareness

A brand is intended to signify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors. Accordingly, this study found that respondents are
well familiar with Pepsi (4.01) and Coke (4.02). However, these respondents always recall more
Coke (3.90) than Pepsi (3.62). Similar result has been found as the majority of the respondents
have a good recognition for Coke (4.01) than Pepsi (3.87) an d they aware as holding quality
product Coke (3.69) than Pepsi (2.91). It shows that Coke can create a good brand image to
convey onto a consumer‘s perception about its brand. These associations may be developed from
direct experience with the product, from the information communicated by the company, or from
previous associations held about the company and origin, etc. (Martinez et al. 2003). The
interviewees assured that Coke takes more brand awareness based on the information
communicated by the company. Aaker (2005) associated it with recognition is communicated
onto a brand, which allows consumers to identify with the brand product, and thus providing
companies with constant competitive advantage.

[Link] Advertisement
Advertising notifies consumers about the existence and benefits of products and services, and
tries to persuade consumers to buy them accordingly, this study attempted to identify how
advertisement informs consumers for Pepsi and Coke. As result, most of the respondents more
influenced by Pepsi (3.75) advertisement than Coke (3.51). As the interviewees explanation it
may be associated with celebrities particularly football superstars massively participated on Pepsi
Ads. For example, idol effect of Pepsi advisement (3.94) is more than Coke (3.25). Most people
get equally pleasure & entertainment on Pepsi (3.55) and Coke (3.51); it meant they have almost
equivalent mean. However, respondents are proud by various Coke (3.70) advertisements than
Pepsi (3.58). Kotler et al. (2005), advertising aims at attaining target consumers by various
method of achieving advertisement goals, advertisements as well as their content play a vital role
in the process of commercial communication. Royo-Vela (2005) classified by the purpose, that is,
to inform, persuade or remind. This is because the company‘s objective is to build selective
demand for a brand by persuading consumers that it offers the best quality for their money.
Reminder advertising, on the other hand, is employed for mature products as it keeps customers
thinking about the product.

34
[Link] Brand Comprehension

Brand Comprehension includes ability to recognize which products are being sold under the
brand, ability to ascertain to which company the brand belongs, perception on the absolute quality
and value for money. Accordingly, this study found that the majority of respondents understand
values and social image of Pepsi (3.75) than Coke (3.65). However, they perceive quality and
value for money Coke (3.60) than for Pepsi (3.39). Responds have moderately positive attitude
towards Pepsi (3.62) and Coke (3.51). Even if brand comprehension is both partly rational and
partly subjective, it encompasses all the consumer knows about the brand and how he or she
evaluates it in his subjective reference frame. After purchase there is satisfaction or
dissatisfaction. Satisfaction leads to positive attitude and increases brand comprehension. With
dissatisfaction, a negative attitude is developed. Brand Comprehension is positioning happens and
the customer is able to create a coherent view about the brand vis-à-vis competition (Keller,
2003).

[Link] Brand Experience

The above tables show that respondents‘ response on brand experience. Accordingly, most of the
respondents have less brand experience to Pepsi (3.19) than Coke (3.74) and have less impression
for Pepsi (3.25) but have strong impression for Coke (4.15). They equally engaged for both
products (Pepsi, 4.12 and Coke , 4.10). Hampf and Lindberg (2011) validated a brand experience
scale for measuring the customer responses, based on four sub-dimensions: sensory, affective,
intellectual, and behavioral. Hoch(2002) show that brand experience affects consumer satisfaction
and loyalty directly and indirectly through brand personality associations It is distinguished that
brand experience has involved a lot of consideration in marketing theories and practice.

[Link] Consumer Preferences

Even if consumers affected by a number of different factors, these factors must be taken into
consideration in order to reach target consumers effectively (Kotler et al. 2005). Thus, this study
attempted to identify the brand preference for Coke and Pepsi. The result shows that they are alike
willing to buy Pepsi (0.82) Coke (0.84) and consume more Pepsi (0.78) particularly Miranda and
Coke (0.76). In addition, they feel less acceptable when they consume Pepsi (0.76) than Coke
(0.80) and they have a good impression for Coke (0.86) than Pepsi (0.75). These may be

35
influenced by other factors affecting consumer behavior like social grouping, roles and status, and
family and others. In addition, consumers‘ personal characteristics, like for instance age and life-
cycle stage, occupation, economic situation, lifestyle, as well as personality and self-concept
influence consumers‘ buying behavior (Armstrong et al., 2005).

4.3 Correlation Analysis

A simple bi-variate relationship analysis between the dependent and independent variables is
briefly presented below.
Table 4.6: Result of correlation analysis
Correlations
Brand Brand Advertise Brand Consumer
Awareness Comprehension ment Experience Brand
Preference

Pearson Correlation 1 .719 **

.766 **
.861 **
.675**
Brand Awareness
Sig. (2-tailed) .000 .000 .000 .000
Pearson Correlation .719 **
1 .782 **
.816 **
.669**
Brand Comprehension
Sig. (2-tailed) .000 .000 .000 .000
Pearson Correlation .766 **
.782 **
1 .849** .638**
Brand Advertisement
Sig. (2-tailed) .000 .000 .000 .000
Pearson Correlation .861 **
.816 **
.849 **
1 .746**
Brand Experience
Sig. (2-tailed) .000 .000 .000 .000
** **
Pearson Correlation .675 .669 .638** .746** 1

Consumer Brand Preference Sig. (2-tailed) .000 .000 .000 .000

N 235 235 235 235 235

**. Correlation is significant at the 0.01 level (2-tailed).

Survey result, 2020

Correlation analysis attempts to quantify the direction of association between two variables. Thus,
an assessment of the correlation matrix between all the independent variables and consumer
behavior are positively related. This study used person correlation to give an important insight to
the simple relationship between the dependent and independent variables, therefore, there is a
positive and significant relationship between brand awareness (.675, .000), brand comprehension
(.669, .000), brand advertisement (.638, .000), brand experience (.746, .000) and consumer brand
preference at Sig. (2-tailed) .000 with correlation is significant at the 0.01 level (2-tailed).)

36
4.4 Binary Logistics Regression

4.4.1. Assumptions and Diagnostic Test

Test result including normality, multicollinearity, autocorrelation and test for average value of the
error term are found in appendices part; next to the data collection instrument. The test results was
organized on appendix III. They show that the normality, multicollinearity, autocorrelation and
test for average value of the error term were met the assumptions of regression analysis. This
study tested and found that good results such as data was normally distributed, no
multicollinearity and autocorrelation problems.

4.4.2. Regression Test Results

Table 4.7 : Regression Test Results

Block 0: Beginning Block

Classification Tablea,b
Observed Predicted

Consumer Brand Preference Percentage Correct

No Yes

No 0 48 .0
Consumer Brand Preference
Step 0 Yes 0 187 100.0

Overall Percentage 79.6

a. Constant is included in the model.
b. The cut value is .500
Variables in the Equation
B S.E. Wald df Sig. Exp(B)

Step 0 Constant 1.360 .162 70.637 1 .000 3.896

Variables not in the Equation

Score df Sig.

Brand awareness 107.169 1 .000

Brand comprehension 105.117 1 .000

Variables
Step 0 Advertisement 95.795 1 .000

Brand Experience 130.626 1 .000

Overall Statistics 134.223 4 .000

Block 1: Method = Enter

37
 Omnibus Tests of Model Coefficients
Chi-square df Sig.

Step 150.255 4 .000

Step 1 Block 150.255 4 .000

Model 150.255 4 .000

Model Summary
Step -2 Log likelihood Cox & Snell R Nagelkerke R
Square Square
a
1 87.680 .472 .742

a. Estimation terminated at iteration number 7 because parameter estimates

changed by less than .001.

Classification Tablea
Observed Predicted

Consumer Brand Preference Percentage Correct

No Yes

No 41 7 85.4
Consumer Brand Preference
Step 1 Yes 6 181 96.8

Overall Percentage 94.5

a. The cut value is .500

Variables in the Equation

B S.E. Wald df Sig. Exp(B)

Brand awareness .311 .354 .771 1 .000 .002

Brand comprehension 1.238 .356 12.115 1 .001 3.448
a
Step 1 Advertisement -1.332 .591 5.073 1 .024 .264

Brand Experience 2.324 .678 11.771 1 .001 10.221

Constant -6.333 .987 41.136 1 .380 1.365

a. Variable(s) entered on step 1: BA, BC, BAD, BE.

Survey result, 2020

The Block 0 output is for a model that includes only the intercept (which SPSS calls the
constant). Given the base rates of the two decision options (48/235 = 20.4% decided to no, 79.6

38
(187/235) decided to yes for their brand preference or consumer behavior), and no other
information, the best strategy is to predict, for every case, that the subject indicates their behavior.
Using that strategy, we would be correct 79.6% of the time.

It is better to look at the Block 1 output. Here SPSS has added the consumer behaviour variable as
a predictor. Omnibus Tests of Model Coefficients gives us a Chi-Square of 150.255 on 4 df,
significant beyond .0001. This is a test of the null hypothesis that adding the brand preference or
consumer behaviour variable to the model has not significantly increased our ability to accept the
decisions made by the respondents. Under Model Summary it can be seen that the -2 Log
Likelihood statistic is 87.680. This statistic measures how poorly the model predicts the decisions
-- the smaller the statistic the better the model. The Cox & Snell R2 can be interpreted like R2 in a
multiple regression, but cannot reach a maximum value of 1. It meant the independent varaibles
can explain the dependent variables 47.2%. The Nagelkerke R2 can reach a maximum of 1 and
with .742 it is rated as good.

The Variables in the Equation output shows us that the regression equation is

= -6.333 + .311 Brand awareness + 1.238 Brand comprehension -1.332

Advertisement + 2.324 Brand Experience + e

The decision rule will take the following form: If the probability of the event is greater than or
equal to some threshold, it can predict that the event will take place. By default, SPSS sets this
threshold to .5. While that seems reasonable, in many cases we may want to set it higher or lower
than .5. This shows that when advertisement is weaker (the negative B coefficient of
advertisement) their brand preference will be shifted to either products. Using the default
threshold, SPSS will classify a subject into there is a positive and significant effect of brand
awareness (.000), brand comprehension (.001), advertisement (.024) and brand Experience (.001)
on brand preference.

39
 4.5. Chi-square Test

Chi-square test provides a way of judging against a set of observed response frequencies with a
set of Expected response frequencies. Chi square -goodness of- fit is used to support or reject the
null hypothesis. The decision used under the test of chi square is either to reject or to accept the
null hypothesis. If the computed value of Chi-square is greater than the Chi-square table value,
there is evidence to reject the null hypothesis this means the alternative hypothesis will be
accepted. The study used SPSS, significance level constantly determined a priori as a rule set at
the 0.05 level. Then the decision will be the following : If p<0.05 then reject the null hypothesis,
and accept the alternate and If p > 0.05 then accept the null hypothesis. This study used the
following hypothesis :
 Hypothesis 5: There is a difference between demographic variables (gender, income and
age) of consumers buying decisions in soft drink market in Addis Ababa
Table 4.8 Chi-square Tests

Tests Value df Asymp. Sig. (2-sided)

Consumer Brand Preference * Age (in year) 2.465 3 .482
Consumer Brand Preference * Gender 1.044 1 .307
Consumer Brand Preference * Income 3.055 3 .383

Survey result, 2020

Using the decision rule, the null hypothesis is rejected and the alternative hypothesis is accepted
with 5% significance as Pearson Chi-Square Asymp. Sig. (2-sided) (.482 for age, .307 for gender
and .383 for income). Detailed chi square tests were found in appendix 4. Hence, the result
revealed there is no difference between demographic variables and consumer brand preference in
soft drink market in Addis Ababa. Consumers‘ personal characteristics, like for instance age and
life-cycle stage, occupation, economic situation, lifestyle, as well as personality and self-concept
influence consumers‘ buying behaviour. In addition, depending on a person‘s occupation and
financial situation, as well as the stage in life a person is in, his/her demands for products shift.
A person‘s lifestyle forms his/her world and the way he/she decides to act, thus a person‘s
activities, interests, and opinions constitute their lifestyle, as well as affecting the choice of
products (Kotler, et al. 2002).

40
 4.6. Hypothesis Testing

4.5.1 Brand Awareness

Hypothesis 1: Brand awareness has a positive and significant effect on consumer brand
preference.
This study tested if brand awareness has relationship with brand preference using the correlation
analysis; and it has a significant relationship show with consumer behavior (r=0.675; sig, 0.0000
); and to make sure that it actually influence brand preference (Sig, 0.0001), logistic regression
analysis has been conducted. And the result of the regression analysis shows that it has positive
and significant effect on brand preference; consequently, the stated alternative hypothesis is
accepted. The finding agrees with results of previous researches conducted in the same area.

4.5.2 Brand Comprehension

Hypothesis 3: Brand Comprehension has a positive and significant effect on consumer

brand preference.
This study tested if brand comprehension has relationship with brand preference using the
correlation analysis; and it has a significant relationship show with brand preference (r=0.675;
sig, 0.001 ); and to make sure that it actually influence the brand preference (Sig, 0.0001), logistic
regression analysis has been conducted. And the result of the regression analysis shows that it has
positive and significant effect on brand preference; consequently, the stated alternative hypothesis
is accepted. The finding agrees with results of previous researches conducted in the same area.

4.5.3 Advertisement

Hypothesis 2: Advertisement has a positive and significant effect on consumer brand

preference.
The correlation analysis is used to see if advertisement has relationship with brand preference
behavior; and it that trust has a significant relationship show with brand preference (r=0.638; sig,
0.0000 ); and to make sure that it actually influence the brand preference (Sig, 0.024), logistic
regression analysis has been conducted. And the result of the regression analysis shows that it has
positive and significant impact on consumer buying behavior; therefore, the stated alternative
hypothesis is accepted. The finding agrees with results of previous researches conducted in the
same area.

41
4.5.4 Brand Experience

Hypothesis 4: Brand experience has a positive and significant effect on consumer brand
preference.
This study tested if brand experience has relationship with brand preference using the correlation
analysis; and it has a significant relationship show with brand preference (r=0.746; sig, 0.001 );
and to make sure that it actually influence the brand preference (Sig, 0.0001), logistic regression
analysis has been conducted. And the result of the regression analysis shows that it has positive
and significant effect on brand preference; consequently, the stated alternative hypothesis is
accepted. The finding agrees with results of previous researches conducted in the same area.
Table 4.9 : Summary of Hypotheses Tested
Hypothesis Sig. Status
Brand awareness has a positive and significant effect on
.0001 Accepted
consumer brand preference.
Advertisement has a positive and significant effect on consumer
.001 Accepted
brand preference.
Brand Comprehension has a positive and significant effect on
.024 Accepted
consumer brand preference.
Brand experience has a positive and significant effect on
.001 Accepted
consumer brand preference.

Survey result, 2020

42
 CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS

This is the last part of the study. It presents the summary of findings, conclusions and
recommendations.

5.1 Summary of Findings

This study mainly aimed to examine the factor that affecting consumer Soft drink brand
preference to consume Pepsi Cola or Coca-Cola in Addis Ababa, Ethiopia. The response analysis
was done using mean and standard deviation to present the various characteristics for data sets.
Accordingly, the mean rages for brand preference .76 to .864 with .80 grand mean showing most
respondents spend their available resources (time, money, effort) on consumption-related items.
On other hand, this study found that brand comprehension has lowest mean showing that Pepsi
and Coke could not able to create positioning happens and the customer is nearly unable to create
a coherent view about the brand vis-à-vis competition. However, Pepsi and Coke tried to create
sensations, feelings, cognitions and behavioral responses evoked by brand-related stimuli that are
they have a good brand design and identity, packaging, communications and environments. Since
brand is intended to signify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors. Accordingly, this study found that

 Respondents are well familiar with Pepsi (4.01) and Coke (4.02) and they always recall
more Coke (3.90) than Pepsi (3.62) and the majority of the respondents have a good
recognition for Coke (4.01) than Pepsi (3.87) and they aware as holding quality product
Coke (3.69) than Pepsi (2.91).
 most of the respondents more influenced by Pepsi (3.75) advertisement than Coke (3.51),
idol effect of Pepsi advisement (3.94) is more than Coke (3.25), most people get equally
pleasure & entertainment on Pepsi (3.55) and Coke (3.51);
 the majority of respondents understand values and social image of Pepsi (3.75) than Coke
(3.65). However, they perceived quality and value for money Coke (3.60) than for Pepsi
(3.39). Responds have moderately positive attitude towards Pepsi (3.62) and Coke (3.51).

43
  The majorities of the respondents have less brand experience to Pepsi (3.19) than Coke
(3.74) and have less impression for Pepsi (3.25) but have strong impression for Coke
(4.15). They equally engaged for both products (Pepsi, 4.12 and Coke , 4.10).
 The result shows that they are alike willing to buy Pepsi (0.82) and Coke (0.84) and
consume more Pepsi (0.78) particularly Miranda and Coke (0.76); they feel less
acceptable when they consume Pepsi (0.76) than Coke (0.80) and they have a good
impression for Coke (0.86) than Pepsi (0.75).
 there is a positive and significant relationship between brand awareness (.675, .000), brand
comprehension (.669, .000), brand advertisement (.638, .000), brand experience (.746,
.000) and consumer brand preference at Sig. (2-tailed) .000 with correlation is significant
at the 0.01 level (2-tailed).)
 there is a positive and significant effect of brand awareness (.000), brand comprehension
(.001), advertisement (.024) and brand Experience (.001) on brand preference.

5.2 Conclusion
Customers prefer to purchase a well-known brand product, need to choose among various brands,
demanded suitable market place and trust is what they need most. Since advertising alone does
not influence the buying process, companies may effectively use brand awareness, brand
comprehension, and brand experience as strong brands that are often associated and recognized
for their extensive advertising campaigns, do not always imply that consumers actually know of
their campaigns. Firms may have increasingly employed other marketing tools, such as corporate
sponsorship of sports, arts and cultural events to name a few as sponsorship is claimed to be the
world‘s fastest growing form of marketing, and sponsorship activities are applied with the belief
that companies can enter international markets and appeal to local consumer preferences. As a
result, seeing as Coca-Cola and Pepsi seem to target different consumers through their
advertisements and sponsorships, this study found that that the choice of cola product similar
based on a person‘s age, income, gender, as well as their taste preference. Thus, it can be
concluded that consumers, as buyers or users of products or services, are the central point of the
entire marketing processes that everyone experiences in his or her day-to-day activities. A long
side, the market is in continuous undertakings, in which vendors are actively engage in selling
their products or services to consumers using several marketing strategies to enhance consumers‘

44
behavior of purchasing. Thus, there is a positive and significant effect of brand awareness, brand
comprehension, advertisement and brand experience on brand preference.

5.3 . Recommendations

Since brand awareness, brand comprehension, advertisement and brand Experience on brand
preference are factors affecting brand preference, the following suggestions are given:

 Soft drink companies may delight the customer to go far beyond satisfaction, and by
innovation, augmentation and value addition, they may improve the product greatly, so
that the customer is looking for a special feeling, which is far beyond customer
expectation. This is because after purchase there is satisfaction or dissatisfaction.
Satisfaction leads to positive attitude and increases brand comprehension. With
dissatisfaction, a negative attitude is developed. The feedback shown by the dotted line
and the solid lines shows the flow of information.
 Since Pepsi and Coke could not able to create positioning happens, they may use
Advertising for Positioning. The company positions its product to a target audience by
juggling its marketing mix. The performance of the sales should be analyzed and their
products are compared with other leading products and are positioned by modifying the
product and price to compete with them. This is also done by perceptual mapping
technique.
 Pepsi and Coke marketers may try to position their brands in the minds of the consumer. It
relates to the memory of brand in relation to competing products. By this, the marketers
may attempt to enhance the image of their brand which suits the consumer, promotes the
image of the products and the stores as well. Product position evolves over time, as the
marketers gets to know more about the preference of the consumers.
 Since the customer is nearly unable to create a coherent view about the brand vis-à-vis
competition, government may properly apply laws, rules and regulations for consumerism
as it is one of the most popular social issues and is being publicised very fast. The
consumes today wants their rights, full value for the money they spend, and want full
satisfaction from the products they buy. In today‘s society, the dissatisfaction of the
consumer and the protection of his rights need quick redressal.

45
  The consumer today is very demanding, skeptical and critical. Therefore, marketers must
understand the consumer behaviour to be successful in this changing environment and
companies may use of a local market‘s language in an international campaign even if
English campaign has a greater influence on consumer preferences.
 Overall marketing effort may be necessary since advertisement has been very costly and
companies spend billion of dollars on advertising in order to stay key players in their
industry and, especially within highly competitive product markets, such as the soft-drink
industry, which requires higher advertising budgets just to stay even with competitors.
 As advertisement has positive influence on consumers` buying behavior, Ethiopian
beverage market should be restructure based on stakeholder value and marketers build
confidence which can lead to increase consensus for the strengthen of the business and
ensure to be engage in the process.
 Government may interfere and restructure the existing beverage market that must be re-
shaped again to maintain consumers‘ rights and consumerism protection to satisfy the
market in the city.

5.4 Limitations of the Study

One major limitation of the study will be the inability of the researcher to get earlier studies on
the analysis of consumer‘s brand preference towards soft drinks as general and non-alcoholic
carbonated soft drink specifically. Time will be major limitations due to corona COVID 19
“STAY@HOME” command post.

How, ever we solve this kinds problem was by synchronizing the questionnaires‘ in to distributor
of Pepsi or Coca cola using equal chance of number between two in order to have response better
off from incoming costumer by giving instructions to distribute how consumer filling and after
that collecting last filled questionnaires was found effective.

5.5 Future Studies

It is suggested for future researcher to include the range of context to different areas. Variables
like culture, social factors, price, origin of the product, promotion, marketplace and roles of
government can be additional areas that could be researched. In addition, regional customers and
their respective market places should be empirically inspected. Besides, researchers may employ

46
consumer behaviour and target groups‘ needs on the domestic market and multi-national
companies. Moreover, researchers may compare preference world‘s consumers with local and
regional consumers and distinguish things in common and dissimilarities, their values and
attitudes. As a result, it is vital that international marketers understand these differences and adapt
their marketing strategies accordingly. Further, they may include specifically, the degree to which
the effectiveness of international advertisement in accordance to distinctive consumer
characteristics and may attempt to resolve the debate about whether to standardize or adapt an
advertising campaign within the international marketing literature concepts.

47
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50
 Annex
Annex 1 - Questionnaire

SCHOOL OF GRADUATE STUDIES

SAINT MARY UNIVERSITY
Department of Marketing Management

Customer Survey
(To be filled by Customers)

Dear respected participant,

This questionnaire has designed to see your experiences Factor that affecting consumer Soft

Drink Brand Preference in Ethiopia: (the case of Pepsi and Coca-Cola Addis Ababa) and is

designed purely for academic purpose for the study title ―To examine the factors affecting Coca-

Cola and Pepsi purchase decision in Addis Ababa, Ethiopia;‖ in partial fulfillment of Master of

Arts Degree in Marketing Management in St. Marry University. Your genuine input is highly

important to the analysis.

The questionnaire is purely for academic purpose and your answers will be treated confidentially.

Your genuine input is highly important to the analysis.

Thank you in advance for your cooperation in filling the questionnaire.

I
Part I - Personal Information

Direction: Please select an appropriate response category by encircling the number of your
choice.
• Age
Below 18 O 19 -30 O 31- 50 O Above 51 O
years
• Sex
Male O Female O
• Marital Status
Never O Married O Divorced O Widow(er) O
married
Separated O Refused O
• Monthly Income
Below O 1001 – 5000 O 5001 – O Above O
1000 15000 15001
• How many times did you drink soft drinks per week?
Under 2 O 3 to 5 times O 6 to 8 times O More than O
times 8 times

• How long you have been drinking Coca-Cola brand products?

Last2years O 2-5Years O 5-10 O more than O
10years

• Which one do you need to substitute Pepsi for?

Coffee O Water O Tea O Other like O
beer

• Which one do you need to substitute Coca Cola for?

Coffee O Water O Tea O Other like O
beer
• What is your first priority when it comes to drinking soft drinks?

Price O Taste O Refreshment O To be O

wide-
awake
If any please describe ___________________________________

II
Part II- Questions related with the Study

Direction: Please express your degree of agreement with respect to the following statements by
putting √ mark in the box. 1 for strongly disagree, 2 for disagree, 3 for neutral, 4 for agree and
finally 5 for strongly agree.
Variable – Measurements – sub variables 1 2 3 4 5
Pepsi
I am well familiar with Coke
When I need a soft drink I Pepsi
always recall Coke
Brand Awareness
I give very good recognition for Pepsi
Coke
I am aware this brand as holding Pepsi
quality product Coke
I understand on what this brand Pepsi
Brand stands for in terms of values and
Coke
Comprehension social image
I perceive the absolute quality and Pepsi
value for money of
Coke
I have positive attitude toward Pepsi
Coke
Brand I always influence by advertisement Pepsi
of
Advertisement Coke
I get pleasure & entertainment Pepsi
when I see advertisement of
Coke
I am proud by various Pepsi
advertisement of
Coke
Would an advertisement with your Pepsi
idol affect your choice
Coke
Brand Experience I like the experience for Pepsi
Coke
This brand makes a strong Pepsi
impression on my visual sense Coke
I engage in physical actions and Pepsi
behaviors when I drink Coke

III
Direction: Please express your degree of agreement with respect to the following statements by
putting √ mark in the box as 1 Yes and 0 for No.

Variable – Measurements – sub variables 1 0

Yes No
I am willing to buy high for Pepsi
Coke
I need to consume more Pepsi
Coke
It helps me feel acceptable when I Pepsi
consume
Coke
It makes a good impression on Pepsi
Consumer other people when I consume
Coke
Brand
Preference

Please express your suggestions regarding soft drinks and other like bottleing water, beer etc.
___________________________________________________________________
________________________________________________________________

Thank you for your cooperation!

IV
Annex 2 - Interview Check List

SCHOOL OF GRADUATE STUDIES

SAINT MARY UNIVERSITY

I invite you to participate in a research study entitled: ―Factors Affecting Consumer Brand
preference for soft Drinks - Pepsi or Coke‖. I am currently enrolled in marketing postgraduate
program at Saint Mary University and am in the process of writing my Master‘s Thesis. Can I
continue my questions?

Thank you!

1. How dose soft drink market practices in Ethiopia?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

2. Do you factors affecting Ethiopian consumer soft drinks buying decision?

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

3. Please indicate changes on buying soft drinks in A.A market.

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

V
Annex 3 - Assumptions and Diagnostic Test

1) Test for Normality Test

Annex 3 Table 1 Normality Test

Descriptive Statistics
N Mean Std. Deviation Skewness Kurtosis

Statistic Statistic Statistic Statistic Std. Error Statistic Std. Error

Brand Awareness 235 3.75 1.268 -.850 .259 -.392 .316

Brand Comprehension 235 3.59 1.351 -.653 .259 -.889 .316
Brand Advertisement 235 3.65 1.313 -.750 .259 -.642 .316
Brand Experience 235 3.76 1.197 -.910 .259 -.169 .316
Consumer Brand Preference 235 .80 .404 -1.477 .259 .182 .316
Valid N (listwise) 235

Survey result, 2020

The above table shows the descriptive statistic of Kurtosis and Skewness statics calculation
demonstrates that the distribution is normal because Kurtosis and Skewness are in between -2 and
+2, thus data is normally distributed and had a reasonable variance to use subsequent analysis
(Kraeger, 2011).

2) Test for average value of the error term is zero (E (ut) = 0); the first assumption required is
that the average value of the errors is zero. In fact, if a constant term is included in the
regression equation, this assumption will never be violated. Therefore, since the constant term
(i.e. α) was included in the regression equation, the average value of the error term in this
study is expected to be zero.

3) Test for multicollinearity

Multicollinearity refers to a situation in which there is exact (or nearly exact) linear relation
among two or more of the input variables (Uma, 2003). The VIF (Variance Inflation Factor) for
each term in the model measures the combined effect of dependence among the regressors on the
variance of that term. One or more large VIF indicate multicollinearity. Practical experience
indicates that if any of the VIF results exceeds 5 or 10, it is an indication that the associated
regression coefficients are poorly estimated because of multicollinearity (Kraeger, 2011).

VI
Annex 3 Table 2 Multicollinearity
Coefficientsa
Model Collinearity Statistics

Tolerance VIF

Brand Awareness .254 3.932

Brand Comprehension .305 3.277

1
Brand Advertisement .252 3.970

Brand Experience .148 6.737

a. Dependent Variable: Consumer Brand Preference

Survey result, 2020
The above table shows Collinearity Statistics shows that the VIF value of for factors were less 10
and no collinaritry was observed on this data. The table also presents the result of regression
analysis; the result regression analysis is based on dependent varaible. The independent variables
that contribute to variance of the dependent variable are explained by standardized Beta
coefficient.
4) Test for Autocorrelation

Assumption that is made of the multiple liner regressions disturbance terms is that the covariance
between the error terms over time (or cross-sectionally, for that type of data) is zero.
Annex 3 Table 3 Autocorrelation Test: Durbin Watson
Model Summaryb
Model Durbin-Watson

1 1.238a
a. Predictors: (Constant), Brand
Experience , Brand
Comprehension , Brand
Awareness , Brand
Advertisement
b. Dependent Variable:
Consumer Brand Preference

Survey result, 2020

To test the presence of autocorrelation, the popular Durbin-Watson Test was employed in this
study In other words; it is assumed that the errors are uncorrelated with one another if the test was
less than 2 ( the study found 1.390) r. If the errors are not uncorrelated with one another, it would
be stated that they are ―auto correlated‖ or that they are ―serially correlated‖. A test of this
assumption is therefore required.

VII
Annex 3 – Figure 1 Scatter Plot

VIII
Annex 4 – Chi Square Tests

Annex 4 – Table 1 Chi Square Tests Case Processing Summary

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Consumer Brand Preference * Age
235 100.0% 0 0.0% 235 100.0%
(in year):
Consumer Brand Preference *
235 100.0% 0 0.0% 235 100.0%
Gender:
Consumer Brand Preference *
235 100.0% 0 0.0% 235 100.0%
Income

Annex 4 – Table 2 Consumer Brand Preference * Age (in year):

Crosstab
Count

Age (in year): Total

Below 18 19 -30 31- 50 Above 51

No 13 20 11 4 48
Consumer Brand Preference
Yes 44 63 52 28 187
Total 57 83 63 32 235

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 2.465 3 .482
Likelihood Ratio 2.596 3 .458
Linear-by-Linear Association 1.857 1 .173
N of Valid Cases 235

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 6.54.
Annex 4 – Table 3 Consumer Brand Preference * Gender:
Crosstab
Count

Gender: Total

Male Female

No 23 25 48
Consumer Brand Preference
Yes 105 82 187
Total 128 107 235

Chi-Square Tests

IX
 Value df Asymp. Sig. (2- Exact Sig. (2-sided) Exact Sig. (1-sided)
sided)

Pearson Chi-Square 1.044a 1 .307

b
Continuity Correction .738 1 .390
Likelihood Ratio 1.040 1 .308
Fisher's Exact Test .333 .195
Linear-by-Linear Association 1.040 1 .308
N of Valid Cases 235

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 21.86.
b. Computed only for a 2x2 table

Annex 4 – Table 4 Consumer Brand Preference * Income

Crosstab
Count

Income Total

Less than 1000 1001 - 5000 5001 - Above 15001

15000

No 3 9 19 17 48
Consumer Brand Preference
Yes 10 57 56 64 187
Total 13 66 75 81 235

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
a
Pearson Chi-Square 3.055 3 .383
Likelihood Ratio 3.184 3 .364
Linear-by-Linear Association .557 1 .456
N of Valid Cases 235

a. 1 cells (12.5%) have expected count less than 5. The minimum expected count is 2.66.