Brand Preference and Its Antecedents Essay

23606 Words Oct 1st, 2013 95 Pages
Brand Preference And Its Antecedents

By: Getaneh Zelalem

Addis Ababa University School of Commerce Department of Marketing Management
Post Graduate Program

January, 2012 Addis Ababa, Ethiopia

Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products

By: Getaneh Zelalem Advisor: Getie Andualem (PhD)

A Research Project submitted in partial fulfillment of the Requirement for the degree of Master of Marketing Management

Addis Ababa University School of Commerce Post Graduate Program Department of Marketing Management
January, 2012 Addis Ababa, Ethiopia

Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products

By: Getaneh
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_________________ Getaneh Zelalem Date: __________

Table of contents

Abstract …………………………………………………………………………………………………………………............................I Acknowledgement…………………………………………………………………………………………………………………..........II List of tables…………………………………………………………………………………………………………………...................III List of figures……………………………………………………………………………………………………….……………..............IV Organization of the paper………………………………………………………………………………………..…………………V Operational definition…………………………………………………………………………………………………………………VI

Brand Preference And Its Antecedents

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Chapter 1: Introduction
1.1 1.2 1.3 1.4 Background of the Study……………………………………………………………………………………1 Statement of the Problem…………………………………………….…………………………………….3 Research Questions………………………………………………………………….………………………….4 Objectives of the Study…………………………………………………………….…………………………5 1.4.1 General Objective of the Study……………………………………………………………5 1.4.2 Specific Objectives of the Study………………………………………………………….5 Significance of the Study………………………………………………………………………….………..6 Scope of the Study………………………………………………………………………………..………………6 Limitation of the Study……………………………………………………………………..………………..7

1.5 1.6 1.7

Chapter 2: Review of Related Literature
2.1 2.2 2.3 2.4 Brand……………………………………………………………………………………………………..…………………..8 Brand Preference and Purchase Intention………………………………………….………9 2.2.1 Understanding Consumer Behavior………………………………………….……10 Consumer

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