October 24, 2025 Thesis Open Access

Addisu Tilahun

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    "description": "<p>This study was aimed to identify the factors that affect customer choice of bottled water brands among customers of vita water spring in Dire Dawa city. Both descriptive and explanatory study designs was employed. A sample size of 361 respondents was part of this study. The research design was applied both qualitative and quantitative. The techniques used in the study was purposive sampling and the Collected data were analyzed using statistical means such as descriptive analysis, correlation analysis and multiple regression analysis. The final outcome of the study shows the product availability, advertisement, bottle handling, and brand price and brand quality has positive and significant relationship. Based on the above insights, the researcher recommended that the management of bottle water manufacturers should work hard on distribution to ensure consistent availability of their products, focusing on persuasive and attractive advertisement message, serving bottle handle in 2 liter, maintain product quality, set affordable price and design package in sustainable strength with full clear information.</p>", 
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    "title": "The Effect of Product Attribute On Customer Preference in Dire Dawa: In Case of Vita Water Springs", 
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