The Effect Of Brand Image On Customers Purchase Decision The Case Of Zenebe Ferew Real Estate

The purpose of this paper is to determine the effect of Brand image on customers purchaserndecision at zenebe ferew real estate. A structured questionnaire was developed. Thernhypotheses were also tested on a sample of 212 customers out of 225 distributed, giving arnvalid response rate of 94.2% percent. The questionnaires were analysed using CronbachrnAlpha, descriptive statistics, correlation & regression. The application used to analyse andrnexamine the hypotheses is the Statistical Package for Social Sciences (SPSS) V.22. The findingsrnof independent variable of descriptive statistics has shown that, the mean score of brandrnimage variables i.e brand relevance, brand differentiation, brand esteem, brand knowledgernhas been 3.97, 3.96, 4.00 & 4.08 respectively. All selected dimensions of brand imagernindependent variables have a significant correlation with the dependent variable “consumerrnpurchase decision making” with 95% confidence interval & at 0.05 p-value, by scoring arnPearson Correlation Coefficient “R-value” value of 0.610**, 0.678**, 0.416** & 0.384**rnrespectively. In this case relatively brand differentiation had a higher strong relationship withrnconsumer purchase decision than the other three independent variables & the linearrncombination of brand image predictors’ (independent variables) explains 59.8% of thernvariance in customers’ purchases decision. In addition to correlation analysis, furtherrnregression analysis was also conducted and the result indicates that all the selected dimensionsrnof brand image have significant relation with consumer purchase decision. Finally, The resultsrnare useful in identifying brand image focus areas to help the zenebe ferew real estaternmarketing strategy. As evident from the finding section that, zenebe ferew real estate isrnrecommended to fully implement brand image dimensions effectively to attract customersrnthat make purchase decision and to increase the sales volume. Brand image is one of therncompetitive advantage area for zenebe ferew real estate to remain competitive in such arnvibrant, blurred and turbulent real estate industry.

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