Factors influencing consumers brand choice a university students perspective

Other Title(s)

العوامل التي تؤثر على اختيار العلامة التجارية من منظور طلبة الجامعات الأردنية

Dissertant

al-Sub, Shifa Abd Allah Abd al-Muti

Thesis advisor

al-Khatib, Fahd Salim

Comitee Members

al-Muhammad, Samir Musa
Awwad, Muhammad Sulayman Uqlah
Awwad, Abd al-Karim Salamah

University

Mutah University

Faculty

Faculty of Business

Department

Department of Business Administration

University Country

Jordan

Degree

Master

Degree Date

2009

English Abstract

The purpose of this study was to investigate the antecedent factors influencing consumers' choice of brands.

In order to achieve that, the dissertation developed and tested a model describing those factors (i.e.

price, brand credibility, word of mouth, product attributes, promotion, loyalty, environmental label and brand image) and their association with consumers' brand choice through the moderating effect of a number of demographic variables (i.e.

gender, age, income, education level, year of study and university name) Applying a deductive approach to test the study hypotheses, a convenience sample was selected from the population of all Jordanian universities' students.

(600) questionnaires were directly distributed in six public and private universities.

(500) questionnaires were returned, of which (476) were deemed usable for analysis, resulting in 79% response rate.

Several statistical techniques were applied to achieve the dissertation's objectives.

Descriptive Analysis was performed to describe the demographic characteristics of respondents.

Multiple Regression Analysis was performed to test the hypotheses, while Univariate Analysis was also performed to investigate the relationship between antecedent factors and brand choice according to demographic characteristics of respondents.

Statistical results were organized and presented in table formats.

Empirical findings of the dissertation indicate that while some of the proposed antecedent factors did have a significant impact on consumer's brand choice (i.e.

price, product attributes, brand image and usage) other factors didn't (i.e.

brand credibility, word of mouth, promotion, environmental label and loyalty).

Furthermore, while the demographic variable of “age” had a consistent and significant influence over the relationship between all antecedent factors and consumers’ choice.

Other demographic variables (i.e.

gender, income, education, year of study and university name) had no significant influence on the relationship between antecedent factors and consumers' brand choice.

This dissertation showed the factors influencing consumers choice when making a purchasing decision and choosing a particular brand.

The findings of this study have a particular importance for organizations introducing products targeting such segment.

Furthermore, the study underlines the importance of age in shaping the relationship between antecedent factors and consumers' brand choice, an issue worthy of consideration in future research especially research targeting different market segments.

Main Subjects

Business Administration

No. of Pages

80

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-785788