Dataset on Determinants of Consumer Brand Preference in the Packaged Food Market among Urban Consumers in Addis Ababa, Ethiopia

This dataset was developed to support the study entitled "Determinants of Consumer Brand Preference in the Packaged Food Market: An Explanatory Analysis of Urban Consumers in Addis Ababa, Ethiopia." The dataset contains primary survey data collected from 390 consumers residing in Addis Ababa who regularly purchase packaged food products for personal or household consumption. The purpose of the dataset is to examine the factors that influence consumers' preferences for specific packaged food brands in an emerging market context. The dataset provides valuable insights into how product characteristics, brand-related factors, and consumer attributes shape brand preference and purchasing behavior.

The data were collected using a structured questionnaire designed to measure consumers' perceptions of various determinants of brand preference. Responses were recorded using a five-point Likert scale ranging from "Strongly Disagree" to "Strongly Agree." The survey instrument was developed based on established theories and validated scales in consumer behavior and branding research, ensuring the reliability and validity of the measurements. The dataset enables researchers to investigate the relationships between multiple independent variables and consumer brand preference, which serves as the dependent variable in the study.

The study adopts an explanatory cross-sectional design and focuses on urban consumers in Addis Ababa, Ethiopia's largest commercial and consumer market. The city provides an appropriate setting for examining consumer behavior because of its rapid urbanization, expanding retail sector, and increasing availability of both local and international packaged food brands. The dataset reflects the perceptions and purchasing experiences of consumers from diverse demographic and socioeconomic backgrounds, making it useful for understanding consumer decision-making in developing and emerging economies.

The dataset includes information on consumers' demographic characteristics, such as gender, age, educational level, income, and purchase frequency, as well as their perceptions of product quality, price, packaging, brand awareness, brand image, brand trust, advertising effectiveness, lifestyle, and overall brand preference. These variables were selected based on the Theory of Reasoned Action (TRA) and the Customer-Based Brand Equity (CBBE) Model, which explain how consumers develop preferences based on product evaluations and brand perceptions.

Researchers can use this dataset for a wide range of statistical analyses, including descriptive statistics, reliability testing, correlation analysis, regression analysis, factor analysis, structural equation modeling (SEM), and comparative consumer behavior studies. The dataset is particularly valuable for academics, marketing researchers, policymakers, food manufacturers, and brand managers interested in understanding consumer brand choice and branding strategies in emerging markets. The associated study found that brand trust, product quality, brand image, brand awareness, lifestyle, price perception, and advertising effectiveness significantly influence consumer brand preference, while packaging showed no significant effect when other factors were considered simultaneously.

Dataset Contents

The dataset contains the following categories of variables:

1. Demographic Variables

• Gender
• Age Group
• Educational Level
• Monthly Income
• Frequency of Packaged Food Purchase

2. Product-Related Factors

• Product Quality
• Price Perception
• Packaging

3. Brand-Related Factors

• Brand Awareness
• Brand Image
• Brand Trust
• Advertising Effectiveness

4. Consumer-Related Factors

• Lifestyle Attributes

5. Dependent Variable

• Consumer Brand Preference

Dataset Characteristics

• Dataset Type: Survey Dataset
• Research Area: Marketing and Consumer Behavior
• Country: Ethiopia
• Study Area: Addis Ababa
• Sample Size: 390 respondents
• Data Collection Method: Structured Questionnaire
• Research Design: Explanatory Cross-Sectional Survey
• Sampling Technique: Stratified Random Sampling
• Data Format: Excel (.xlsx), CSV
• Unit of Analysis: Individual Consumer
• Language: English
• Year of Data Collection: 2026

Potential Applications of the Dataset

This dataset may be used for:

• Consumer behavior research
• Brand management studies
• Food marketing research
• Brand equity analysis
• Purchase decision modeling
• Market segmentation studies
• Cross-country comparative studies
• Emerging market consumer research
• Marketing analytics and predictive modeling
• Academic teaching and methodological demonstrations