Department of Marketing Management BAHIR DAR UNIVERSIT BAHIR DAR Determinants of Consumers´ Milk Brand Preferences in Addis Ababa, Ethiopia
Issue:
Volume 5, Issue 2, March 2019
Pages:
7-13
Received:
27 February 2019
Accepted:
20 May 2019
Published:
12 June 2019
Abstract: The primary objective of this study was to examine determinants of pasteurized milk brand preference of Addis Ababa milk brand customers. In order to find out the determinants of milk brand preference, the study considered three factors namely Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics. These factors had sub elements which included thirty three dimensions. To assess these factors´ influences on brand preference, a sample size of 416 respondents were selected using convenience sampling technique. Based on the theoretical frame work and objectives of the study 30 items were provided in a 5 point Likert scale to the respondents. The gathered data was analyzed by descriptive and inferential statistics. The researcher used Pearson correlation and regression analysis to analyze the data. The result of the study shows that all the three variables, that is, Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics have a significant positive impact on pasteurized milk brand preference.
Abstract: The primary objective of this study was to examine determinants of pasteurized milk brand preference of Addis Ababa milk brand customers. In order to find out the determinants of milk brand preference, the study considered three factors namely Marketing Stimuli, Psychological factors, and Consumers’ Personal characteristics. These factors had sub e...
Show More
Plus-Size Fashion: A Comparative Study of Southern vs. Northern European Perspectives on Fashion
Papadopoulou Constance,
Bazaki Eirini
Issue:
Volume 5, Issue 2, March 2019
Pages:
14-23
Received:
10 December 2018
Accepted:
8 April 2019
Published:
29 June 2019
Abstract: The study compares contemporary perspectives on plus-size fashion in northern and southern Europe, currently an emerging trend and yet controversial and under-researched topic in the fashion industry. The study follows a mixed method approach. Qualitative interviews with fashion professionals (i.e. fashion designers, fashion stylists, trend curators and fashion marketers) and quantitative methods (i.e. questionnaires with fashion consumers) are used to explore the state of the industry, contradicting perceptions of fashion in southern and northern Europe, and the exploring the root of these perceptions and market development opportunities for plus-size fashion. The study presents significant implications for practitioners who wish to overcome consumer cultural barriers, design products that meet the needs of a diverse set of customers, and create successful marketing campaigns with consideration of various cultural dimensions.
Abstract: The study compares contemporary perspectives on plus-size fashion in northern and southern Europe, currently an emerging trend and yet controversial and under-researched topic in the fashion industry. The study follows a mixed method approach. Qualitative interviews with fashion professionals (i.e. fashion designers, fashion stylists, trend curator...
Show More
