THE ASSESSMENT OF BRAND PERSONALITY ON ETAB

SOAP AND DETEREGENT COMPANY (IN CASE HAWASSA)

SENIOR RESEARCH PAPER SUBMITED IN PARTIAL FULFILLMENT

OF THE REQUIREMENTS FOR (BA) DEGREE IN MARKETING
MANAGEMENT

BY: - ALEMU TESERAHU (1205/07)

ADVISOR: - TESHOME DESSISA (MBA)

HAWASSA UNIVERSITY

AWADA COLLEGE OF BUSINESS AND ECONOMICS

SCHOOL OF MANAGMENT AND ACCOUNTING

DEPARTMENT OF MARKETING MANAGEMENT

JUNE, 2017

HAWASSA, ETHIOPIA
 ADVISORS’ APPROVAL SHEET

This is to certify that the thesis entitled “Assessment of brand personality on Etab soap and
detergent company in case Hawassa” submitted in partial fulfillment of the requirements for
the degree of Bachelor of Business Administration with Marketing Management, the
Graduate Program of the School of Management and Accounting, and has been carried out by
Alemu Teserahu ID. NO.1205/07 under our supervision. Therefore we recommend that the
student has fulfilled the requirements and hence hereby can submit the thesis to the department.

Name of major advisor Signature Date

ii
 EXAMINERS’ APPROVAL SHEET
===============================================================
As members of the Board of Examiners of the final bachelor’s degree open defense we certify
that we have read and evaluated the thesis prepared by Alemu Teserahu under the title
“Assessment of brand personality on Etab soap and detergent company in case Hawassa”
and recommend that it be accepted as fulfilling this requirement for the degree of Bachelor in
Marketing Management.
________________ ________________
Name of Examiner Signature Date
_______________________ ________________

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 DECLARATION
I, the undersigned, declare that this senior essay project my original work, prepared under the
guidance of Ato Teshome Dessisa . All source of materials used for the manuscript have been
dully acknowledged.

NAME:- Alemu Teserahu

SIGNATURE :-

DATE OF SUBMISSION :-

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 ACNOWLEDGEMENT

In the name of God the most gracious the most merciful and for most all praise belongs to God
who helps me in completing and bringing the dream of this research in to reality second I would
like to express my deepest gratitude and appreciation to my advisor Teshome Dessisa(MBA) for
his valuable and constructive comments that help me in preparing the research paper , thirdly I
would like to express my deepest thanks for all customers or respondents to full fill the
questionarie in specific for helping and assisting during time of data collection ; forthly my
gratitude also goes to for my beloved parents in general and for my beloved for my brother
Gezahegn Teserahu for his psychological ,financial, and academically supports and for those
who were helping me in conducting the research .Finally I would like to thank all my friends for
their impactful contribution in this project.

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 Table of Contents

Contents
ACNOWLEDGEMENT..................................................................................................v
Abstract.....................................................................................................................ix
CHAPTER ONE............................................................................................................1
INTRODUCTION.........................................................................................................1
1.1. Background of the Study...................................................................................................1
1.1.1. Background of the organization...................................................................................2
1.2. Statement of the Problem..................................................................................................................3
1.3. Objectives of the Study.....................................................................................................4
1.3.1. General Objective...........................................................................................................4
1.3.2. Specific Objective...........................................................................................................4
1.4. Basic Research Questions.................................................................................................................5
1.5. Significance of the Study..................................................................................................................5
1.6. Scope of the Study............................................................................................................................5
1.7 Limitation of the Study......................................................................................................................6
1.8. Organization of the Study...............................................................................................................6
2.1. Brand Evolution................................................................................................................................7
2.1.1. Brand Definitions............................................................................................................8
2.2. Brand Identity.................................................................................................................................10
2.2.2. Brand Positioning.........................................................................................................12
2.2.3. Brand Vision & Culture.................................................................................................13
2.2.4. Relationships................................................................................................................14
2.2.5. Brand Presentation......................................................................................................15
2.3 .Brand Personality Drivers...............................................................................................................16

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 2.3.1. Product-Related Characteristics...................................................................................17
2.3.2. Non-Product Related Characteristics...........................................................................18

CHAPTER THREE.......................................................................................................20
RESEARCH DESIGN AND METHODOLOGY..................................................................................20
3.1 Description of the study area...........................................................................................20
3.2 Research Design..............................................................................................................................20
3.3 Population and Sample Techniques.................................................................................................20
3.4 Types of Data to be collected...........................................................................................................20
3.5 Method of Data Collection..............................................................................................................20
3.6 .Method of Data Analysis................................................................................................................21

CHAPTER FOUR........................................................................................................22
DATA PRESENTATION, ANALYSIS AND INTERPRETATION....................................................22
4.1. General characteristics of the respondents......................................................................................23
4.2. Analysis of the findings of the study...............................................................................................24

CHAPTER FI VE.........................................................................................................35
SUMMARY, CONCLUSION AND RECOMMENDATION...............................................................35
5.1. Summary........................................................................................................................................35
5.2. Conclusion......................................................................................................................................36
5.3. Recommendation............................................................................................................................36
Reference

Appendix

Lists of Tables

4. 1: Below shows the general characteristics of the respondents..............................................................22

4. 2: Respondents view on the competitiveness of brand personality........................................................24
4. 3. Respondents view on the toughness of brand personality..................................................................25
4. 4: Respondents view on the reliability of brand personality..................................................................26
4. 5: Respondents view on the intelligence of brand personality...............................................................27
4.1 6: Respondents view on honesty of brand personality........................................................................27

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4.1 7: Respondents preference regarding packaging..................................................................................28
4. 8: Respondents preference regarding price...........................................................................................29
4.1 9: Respondents preference regarding using celebrities on advertisement price...................................30
4. 10: Respondents preference regarding using different logo...................................................................31
4. 11: Respondents preference regarding sponsoring more events.............................................................31
4. 12: Respondents view regarding fairness of Laundry soap's price.........................................................32
4.1 13: Respondents view on considering Laundry soap as premium quality product...............................33

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 Abstract
The study was conducted on assessment of brand personality on Etab soap and detergent

company in hawassa with the objective to find out how to asses brand personality by customer

and other respondents. The primary data was collected to get needed information using

questionnaire from the customer Etab soap and detergent company in hawassa. The convenience

random sampling was used for analysis. In order to get reliable data as well as the number of

customers in the country are many but i selected 40 customers because of infinitely customers.

So that it is batter to use convenience sampling technique . Collected data was analyzed by using

descriptive method through different tools like frequency, percentage and table. The result of the

study indicates that there are some dissatisfaction and highly satisfied customer by the product

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 CHAPTER ONE

INTRODUCTION
1.1. Background of the Study
One of the most valuable intangible assets of a firm is its brands. A brand can be a name,
term, design, symbol, or other feature that identifies one firm's product or service as different
from all other goods and services (Anderson and Vincez, 2000).

Brands are more than just names and symbols. Brands represent consumers’ perceptions and
feelings about products and its performance – everything that the product or service means to
consumers (Kotler 2005). If a company treats a brand only as a name, it misses the point of
branding. The most distinctive skill of professional marketers is their ability to build and
manage their brands in a strategic manner.

Great brands are the only route to sustained, above average profitability. Great brands present
emotional benefit not only rational benefits (Kotler, 2005).Having this helps the company
increase its market share in this competitive world and also adds value to final consumers.

In the market world the competition is constant and limitless; brands compete with one
another, there are endless lists of brands available and customers are more and more
demanding. As the market increase in competition companies have to figure out a way to
stand out from the rivals .when companies products start to resemble more and more, the
management has to find out a special attribute that interests them and attracts the customer in
order to gain success. The need to differentiate from the others has forced companies to go
behind their brand and start to focus on the special attributes that appeal to customers. As
Matta cited from (keller2008,Aaker1991, samama2003 ,suonio2010)

Marketers need to position their brands clearly in target customers’ minds. But a brand is a
complex symbol that can convey several levels of meaning. In positioning our products in
consumers mind personalizing is an important element.

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Many product categories. it's easier to create relationship with consumer once we have created
an appealing image in the minds of the consumers it motivates the consumer and makes them
favor the brand than any other.

Brand personality gives consumers something which they can relate, effectively increasing
brand awareness and popularity.

One market area where brand and brand personality is featured is the detergent industry. In
this business area brand is one of the factors that motivates buyers to purchase a certain
product than the others. In this study the student researcher will be working on ETAB Soap &
Detergent Manufacturing Company. It's a manufacturing company that makes several types
of detergents ( like hammer, langano, Largo, Laundry soap etc...) the student researcher will
be focusing on the way the company has personalized its ''Laundry soapl'' product and the way
customers perceive it.

1.1.1. Background of the organization

Etab soap and detergent industry is a sole proprietorship business which owned entirely by
Ato Eskinder Tesfaye. It was first established on 1993 E.C in small scale cottage industry in
rented house and 10 employees with initial capital investment of ETB 1,000,000.00(one
million birr).

ETAB manufacturing location and site is carefully considered and housed in business and
capital city of southern nation nationalities and people regional state /SNNPRS/, hawassa.
Proximity to source of raw material and its located 275 K.ms away from Addis Ababa near
the high way of Kenya road.

The factory plant is located in hawassa industry zone, sub city TABOR, Keble 04 the facility
includes offices and work shop space, access to the local taxi route and good parking. And it
is licensed by SNNPRS trade industry and urban development bureau 2003 E.C. and it is
being renewed every year. Currently the net capital of the factory exceeds ETAB 56 million
(registered capital). The factory offers laundry soap and detergent designed to effectively
satisfy the rural and urban dwellers of Ethiopia, but are in mission tended to accommodate
the low income urban dwellers.

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The main line of the industry is the laundry soaps in several grades and versions. This is
designed to meet laundry soap the needs of organizations and individual homes. About vision
and mission, ETAB’s envisioned to be reputable by the society and the first choice of
customers in laundry soap and detergent industry in Ethiopia. ETAB’s mission is to produce
laundry soap and detergent solid, power and liquid form to house hold appliances by
employing art of technology honest and motivated staff and sales the products with fair profit.

ETAB is loyal in paying taxes and customs accordingly with the rules and regulations the
Ethiopian government. Besides we are awarded certificate and trophy by the city
administration and by the SNNPRS government of being loyal tax payers. More over all
products whom Etab manufacturers have meet the standards of the Ethiopian quality
assurance agency and we are certified.(according to the manager Eskinder Tesfaye)

1.2. Statement of the Problem

Projecting humanistic characteristics to a brand in order to relate more to consumers is
deemed brand personality (Aaker, 1996).To achieve a distinctive recognizable brand
personality is undeniably very difficult. For an arbitrary concept such as 'brand' to emit human
like qualities requires great understanding of the brand values, identity, and image
(Doyle,2002).

Products are developed to meet consumers need even if the consumers have a hard time
verbalizing them. A brand alone isn't enough to justify a product. there are certain attributes
that are related to the brand that motivates the consumer to purchase the products. If
consumers see a brand personality as attractive ,they will identify with the brand (Kim et al
2001) they will choose the product. Many products will have a number of areas in which they
are superior to a competitor, but the challenge is to select the one which is most relevant and
meaningful to consumers.

Aaker (1997)defines five dimensions of brand personality: sincerity, competence, excitement,

sophistication, and ruggedness. Brand personality are related to self expressive function that
the product fills for the consumer (keller,1993).

Etab soap and deterjent Manufacturing company produces several products the first product it
produced is loundary soap. The company has personalized the product as a fast stain removing

3
and whitening product. The product has a unique aroma which makes it more appealing to
consumers. Removing stain and getting the whiteness that's needed and in addition a scent
that's appealing is everything in a detergent for consumers. Loundary soap powder can be
used for cloths ,bathrooms, kitchens, other cleaning chores in the house. So that is an
advantage for consumers since its used for multipurpose which makes it more appealing and
also pushes consumers to purchase the product in bulk which makes the company profitable.

The student researcher states the problem based on a study on consumers perception of
loundery soap. What consumers are saying and what the company is trying to communicate is
not matching. A strategic brand personality is communicating in an effective way to the target
customers. The company is communicating the personality of the soap to consumers that it is
reliable\competent they are assuring the quality of the product in every communication .But
consumers are criticizing about the reliability, logo of the brand personality this is due to the
performance of the product.

1.3. Objectives of the Study

This is part of the study that is devoted to study about the general and specific objective of the
study

1.3.1. General Objective

The general objective of the study is an assessment of brand personality on ETAB soap and
detergent company.

1.3.2. Specific Objective

The following are the specific objectives that the student researcher will try to achieve

 To identify how the brand personality is created.

 To assess how the consumers perceive the brand and brand personality.

 To point out factors affecting formulation of the company's brand personality.

 To point out the challenges that is faced by the company in setting its brand
personality.

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1.4. Basic Research Questions
The following are the basic research questions that this study attempts to answer the
above mentioned problems.

 1. How does the company create its brand personality?

 2. How do consumers perceive the company's brand?
 3. What factors affect the company in formulating its brand personality?
 4. What challenges is faced by the company in setting its brand personality?

1.5. Significance of the Study

This research paper has an importance to the Etap soap and detregent company. To help the
company see the way consumers perceive their product and shows the possible improvement
area that needs to be focused on. Which in return will be a great advantage for the company in
terms of profitability and creating good customer relationship. This research also has a
significance for other business organizations and researchers according to their context. In
addition it helps the student doing the research in enlightening him/her about the practical
world with relation to the theoretical aspect.

1.6. Scope of the Study

The study is delimited to an assessment of brand personality practice on Etab soap and
detergent factory. Even if the company produces several products (laundry soap like hamme,r
tabor ,langano yani etc...), the study is delimited to the study of laundry soap, because
laundry soap is the first product of etab. The study is delimited to the consumers found around
the Safe way supermarket located at around hawassa and this is because Safe way is one of
the supermarkets that purchase soap in abundant from the company.

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1.7 Limitation of the Study
While conducting the research study not to be carried out as it was expected, For which
questionnaires were not fully returned. The other challenge was lack of adequate finance to
conduct this research to the consumers.

1.8. Organization of the Study

The research comprises of five parts introduction of the study which is background of the
study, back ground of the organization, statement of the problem, objective of the study,
significant of the study, scope of the study, limitation of the study, chapter two that deals with
review of literature ,third chapter research design and methodology, description of the study
area, the fourth chapter contain data presentation and analysis, and the fifth chapter contains
summary, conclusion and recommendation. .

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 CHAPTER TWO

2. LITERATURE REVIEW

2.1. Brand Evolution

Brands have been present for as long as has been possible to trace artifacts of human
existence. Those dating to the early Bronze age (2250BC), however, should be discussed more as
“prototype-brands” (Moore and Reid, 2008) as they display prototype characteristics when
related to brands as we understand them in the modern world.
A typical prototype-brand attached information to a product or its packaging with three main
purposes in mind. Firstly, it was intended to provide information regarding the source of origin,
usually in the form of a known symbol, signature or even in the physical properties of a raw
material. Secondly, it provided a basic marketing function which may have included sorting,
transporting and storing. Thirdly, it provided information as to quality, which would reduce the
risk for consumers during product recall situations. For example, the origin of a product could
increase perceived quality.
Records and artifacts dating back to Egyptian times show that producers of bricks marked their
products with symbols in order for them to be easily identifiable, as materials from certain
areas were of better quality. Similarly, in medieval Europe, trade builds required "trademarks"
to be placed upon goods as a confirmation to a purchaser of consistent quality, while also
offering a simplistic form of legal brand ownership (Farquhar, 1989).
The term “Branding” was extended from “Brand”, originally the process of stamping
wrongdoers, harlots (Henning, 2000) or animals with embers or hot irons in order to be easily
identifiable (Arnold and Hale, 1940).
The concept and term “Brand” developed further during the eighteenth century as “brand
names” and images of animals, source of origin, and celebrities of the day replaced the
traditional approach of simply providing the producers’ name. Producers recognized the strength
of associating a brand name with a product, making products easier for consumers to recall and
differentiate from those of their competitors. For example, in the nineteenth century, high-
quality whiskey tended to be associated with smugglers and their unique process of distilling
alcohol. Consequently, the “Old smuggler” brand was launched in 1935, taking advantage of
these associations in the minds of consumers.
Whilst marketing practitioners had adopted the term “Brand” within the marketing

7
environment by the 1920s (Stern, 2006), it did not become a focus of research until the 1950s,

when studies which considered the consumer dimension of a brand (Gardner and Levy, 1955)
led to the symbolic meanings and associations of brands becoming important. The concept of
brands has evolved since the 1950s from being a simple identification device into a
comprehensive identity system representing meaning, purpose and direction (Kapferer, 1994).

2.1.1. Brand Definitions

Brands have become invaluable as an intangible asset of an organization, and therefore require
strategic management (Keller, 2008). Creating and nurturing strong brands can be of significant
advantage to organizations, but the process also poses considerable challenges.
The term “Brand” as we understand it today is defined in a number of different ways. De
Chernatony and Dall'Olmo Riley (1998,) acknowledge twelve main capacities of a brand. These
include the brand as a “legal instrument, logo, company, shorthand device, risk reducer, identity
system, image, values system, and personality, relationship, adding value and evolving entity”.
Firstly, the brand as a “legal instrument” is simply the mark of the brand which designates
legal ownership. Historically this involved the branding of cattle, with the concept developing
more recently into that of a trade-mark, protecting an organization's brand investment
(Broadbent and Cooper, 1987).The brand as “logo” has been define by the American Marketing
Association as a “name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to differentiate them from
those of competition”. This is the aspect of brand which is fundamentally concerned with
differentiation through name and visual identity. This definition of a brand is important when
considering brand awareness, specifically brand recognition. The marketing and psychology
literature emphasizes that repeated exposure to cues in the form of a logo increases the
likelihood that the product will subsequently be judged acceptable for inclusion in consumer
consideration within purchase situations (Janiszewski and Meyvis, 2001).
The brand as the “Company” uses the equity accumulated by the company name, applying it to
its products which become an extension of the company (Cretu and Brodie, 2007). This
technique is becoming increasingly dominant due to the growing instance of ‘own-labels’. This
is demonstrated within the supermarket sector by companies such as Tesco, which provide
branded products such as Tesco petlaundry soap, insurance, finest foods and many other own
brands. This can be contrasted with a house of brands company such as Nestle, which has 6,000
product brands ranging from cereals to pet care (Aaker, 2004).

8
The brand as “Shorthand” views a brand as acting to increase speed and brevity, representing
utilitarian and psychological individualities. This is to improve recollection of information,
resulting in faster transaction judgments (Cohen, 2009; Jain and Golosinski, 2009).

The brand as a “Risk reducer” achieves an advantage due to the risk which consumers perceive
before and upon making purchases (Kapferer, 2008). This allows brands to present their
products in order to increase confidence and lower perceived risk. It becomes increasingly
important for brands to provide consistent quality within products and services in order to realize
potential as a risk reducer. The brand as “Identity system” (Kapferer, 1994) can be defined by
describing “the brand not as a product, but the product's essence, its meaning, and its direction; it
defines its identity in time and space”. Kapferer’s (1994) view is concerned with a
deconstructionist attitude to the brand as logo, and brand as legal instrument. To realize the true
value of this system, it is essential that the brands meaning is understood, aligned between the
employee and the consumer and consistent through all facets of the organization (Jones, 2001).
In particular, this means that any gaps between the employees and consumers should be reduced
(Davies and Chun, 2002). The brand as an “Image” within a consumer’s mind emphasizes the
commercial significance of image, suggesting consumers do not react to realism, but to
perceived dimensions of it (Kapferer, 2008). Brands are able to convey a certain image through
advertising strategies. These perceptions,beliefs and associations held by consumers provide a
differential effect between brands and products (Mody-Kamdar and Srivastava, 2009). The
concept of brand as a “Values System” argues that consumers make decisions based on both
their personal and cultural value systems. In order for a consumer to find value in a brand, it is
required that alignment exists between themselves and the heritage of the brand. The brand as a
“Personality” is an anthropomorphisation, derived from the Latin “anthrōpos”. It involves
attributing human characteristics to a non-human creature or physical object. It is a way to sustain
individuality through emphasizing psychological values, beyond a brand or product’s functional
utility. Brand personality represents the character of the brand as if it were a person (Phau and
Lau, 2001; Cappara et al., 2001; Aaker, 1997; Grohmann, 2009). The brand as a relationship
requires the above concept of “brand personality” as a condition for a relationship between
consumers and brands. If brands can be anthropomorphised, consumers will not only recognize,
but interact and form relationships with them (Aaker et al., 2004). The brand as “Adding value”
is a means of differentiating brands through creation of perceived value (Schau et al., 2009),
thus achieving competitive advantage. This can possibly lead to charging a premium price, for
instance a better “quality” service.
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The brand as an “Evolving entity” classifies brands as experiencing stages of progression.
Through each stage, the emphasis of a brand progressively shifts from company to consumer
(Rowley, 2006). For instance, an unbranded entity becomes a logo, then develops a personality
and a relationship with consumers, and finally has values added to its original existence.
The brand as a logo is the most widely used in the literature (Aaker, 1991; Kotler et al., 2008;
Aaker, 1996a), however it is clear that such a concept does not encompass the complete meaning
of brand.

Crainer (1995) and De Chernatony (1998) criticize the definition as reliant on the visual
features of a brand rather than more intangible benefits. Chaffey (2009,) agrees with this and
defines the brand as including unique added values; “an identifiable product or service
augmented in such a way that the buyer or user perceives relevant unique added values which
match their needs most. Furthermore, its success results from being able to sustain these added
values in the face of competition”. Added values are more intangible, but of equal importance.

2.2. Brand Identity

Chernatony’s theory is used in the inspection of brand identity, because it gives practical
view of company’s brand identity formation compared to the competitive theories (e.g.
Aaker 2010,). According to the theory, brand identity consists of brand personality, brand
positioning, brand’s culture and vision, relationships and presentation of the brand; factors
that are constantly affecting to each other and to the brand identity as a whole (De
Chernatony 1999,). The idea of the theory is presented in Figure 2 .The theory bases on the
idea that the main factors behind company’s brand identity are the employees of the firm
(De Chernatony 1999,); they are creating brand’s culture hence affecting the formulation of
brand personality.In addition, employees are conveying the brand culture, as well as the
brand personality to customers, as they are typically in closest connection with the
customers (Harris & De Chernatony 2001,). According to the theory, adaptive, strategically
appropriate culture, which is consistently apparent throughout the organization, is likely
to be connected to good and healthy brand image (De Chernatony 1999,). In addition,
brand’s vision and culture are the main drivers of brand’s personality, positioning and
relationships (De Chernatony 1999). When presenting these brand identity factors to the
brand’s stakeholders, those should reflect the real and desired self-images of the interest
groups (Foster et. al 2010; Chernatony 1999,). Because this study is concentrated on to
examine brand personality, and the idea in this chapter is to form a picture of how brand

10
personality is formed as a part of bigger picture, brand identity gets more attention in
this study than it does in De Chernatony’s original model. As pointed out before,
cohesive brand identity is important to company’s success (Louis & Lombart 2010,). In
top of that, brand should be somehow special and distinctive from its competitors (Carlson et.
al 2008,); otherwise brand just becomes a part of the mass. Naturally, it is not enough to
merely decide what the brand personality is and create it; the brand personality has to be
presented to the crowd as well (De Chernatony 2010,). In order to create unified brand
experience to customers, employees’ behavior should be aligned with brand personality, and
brand personality should be reflected in their everyday work (De Chernatony 1999). Unified
brand identity tends to lead more favorable brand evaluations from customers (Louis &
Lombart 2010; Sirianni et. al 2013,).

Figure1. ‘Brand Identity’ Model (Modified from De Chernatony's Brand

Identity Model 1999,)

2.2.1. Brand Personality

As defined above, brand personality is “the set of human characteristics associated with a
brand” (Aaker 1997,).Alongside affecting other elements in brand’s identity, firm’s core
values affect strongly to brand personality (De Chernatony 1999, ). Brand personality is a part
of company’s brand identity, and with that the brand is possible to be made one of a kind,
unique. With interesting brand personalityproduct can achieve more attractive and
outstanding status in consumers’ minds and evoke feelings (Kaputa 2012,). Brand is often
sustained through enrobing it with emotional values, which can be welcomed beyond
functional utility from customer’s point of view (Keller 2008,). From customer’s
perspective, brand personality helps to decrease the information research and processing as
brand’s values can be easily recognized through the presentation of personality (Aaker &
Joachimsthaler 2000; Aaker 1997,). Brand personality is passed to customers particularly

11
through marketing communication (e.g. De Chernatony & Riley 1998,). Brand personality
should be managed carefully, in order to achieve favorable brand image in consumers’ minds
(Kim et. al 2001,). In addition, brand identification can be developed and maintained
through brand personality, which also improves the long-term relationships (Kim et.
al 2001; De Pelsmacker et. al 2007; 2001; Farhat & Khan 2011,). These are important
attributes from the company’s point of view, as long-term customer relationships are typically
desired (Farhat & Khan 2011,). When considering the brand’s personality as a part of
brand’s identity and on organizational level as well, it is essential to put focus on the
presentation of the brand through media with supporting and harmonious behavior of
employees (De Chernatony 1999; Hayes et. al 2008). It is crucial that employees
internalize the brand personality, so the message of the brand identity will be right and
cohesive to the customers (Harris & De Chernatony 2001). The communication is
effecting the customers’ perceptions of the brand, in positive or negative way (Hayes et. al
2008,).

In presented 'brand identity' concept, De Chernatony points out the connection between
positioning and brand personality, which is often overlooked by managers (1999,). Brand
positioning is the other important factor in brand identity affecting brand personality
alongside brand’s culture (De Chernatony 1999,). It is not enough to inspect only the
connection between brand’s value and brand personality planning; the effects from brand’s
positioning to brand personality have to be considered as well when the goal is to build
cohesive brand identity (De Chernatony 1999, ). Also Freling and Forbes (2005)
accentuate the
importance of concerning both brand personality and brand positioning together in actions
related to brand: “along with positioning, personality is a vital guide for those seeking to get
the brand across to consumers”.

2.2.2. Brand Positioning

Positioning means “the act of designing a company’s offering and image to occupy a
distinctive place in the minds of target market“ (Kotler & Keller 2012,). In other words, the
main idea in positioning is to distinguish the company’s brand from its competitors in
consumers’ minds (Bergh & Behrer 2011,). It can be noticed, that the laundry soape of brand
positioning resembles the laundry soape of brand personality, as brand personality is also

12
aiming to stand out from its competitors. According to De Chernatony (2010,),
successful brands have positioning concentrating on certain attribute, so the brand is easier
to remember. Relying on previous, this kind of special attribute can be brand
personality. The difference between brand’s personality and positioning is that while
brand positioning defines, what brand can do for a customer, brand personality concentrates
on what the brand says about the customer (De Chernatony 2010,). To set an example,
clothing brand is taken under inspection. The positioning of brand can be that it offers a
status symbol by being an appreciated brand. When using the brand, the brand personality
can tell that the customer is stylish or brand conscious. According to De Chernatony (1999,),
brand's positioning needs to be in line with company’s vision and values in order to create
cohesive brand identity. In practice this can mean, for instance, surveying whether
employees share the same perception of positioning, as it is desired in the whole
company level. For example, do employees regard the brand as pioneer brand that is aiming
to conquer the world. If the employees’ views differ from the desired view of positioning,
employees should be helped to understand how their views differentiate, and how their views
could be changed to match better the desired views. (De Chernatony 1999,)
Brand positioning occurs in two levels; in marketing level and in a more specific level.In
marketing level, an overall position has to be established. To set an example, clothing
store can choose to be a ‘youthful street wear’ company. According to this positioning, the
target market is defined. In the next level, more exact positioning needs to be made in
order to be

distinguished from the competitors. More particular benefit can be to concentrate on

rebellious youngsters, who want to stand out from the crowd. (Rosenbaum-Elliot et. al 2011;
Keller 2008,)

2.2.3. Brand Vision & Culture

Brand’s vision gives the direction to company’s brand identity as well as brand
personality planning, and the company’s actions in the long run (De Chernatony 1999
Urde 2002,).In order to define a good vision, Collins & Porras (1996,) claim that
company’s management should consider brand surroundings at least five years ahead.
Vision should be clear and simple in order to be easily internalized, especially by
employees, as they are presenting the brand identity (Lamons 2006, ). On the basis of
brand’s vision, brand personality is possible to be defined and created (De Chernatony 1999;

13
2010,). In order to achieve the desired vision, company as well as brand’s culture has to be in
line with the vision (De Chernatony 1999). In other words employees should share similar
understanding of patterns of behavior inside the company, so that the mutual goal would be
achieved (De Chernatony 1999; Harris & Chernatony 2001,). To understand what culture
means in this context, the definition of culture is formed by combining the views of Schein
(1984,) and De Chernatony (2010,): culture is a sum of basic assumptions, which certain
group of people has invented, developed or found in order to deal with issues, that rises
from external changes or inner integration. These assumptions are based on the values of
the brand and the company (De Chernatony 1999,). The assumptions are considered
valid inside the organization and those will be thought to the new members of the
group (Kotter & Heskett 1992,). Typically companies want to stand out from the competitors.
This can be seen as a vision, where brand personality is affecting behind (Kaputa 2012,).
The same applies in the case of brand culture: when the brand culture is well defined
and internalized, it can also work as a tool of differentiation, such as brand personality. As seen
in De Chernatony’s model (Picture 2), these brand identity factors are supporting and
affecting to each other. The aim for all of these is to take the brand closer to the mutual goal:
unified brand identity.

2.2.4. Relationships
When the brand personality is created, the relationship starts to develop, just like in any
animate forms (Aaker, 2010,). The relationship formed is based on the values that affected
on the brand personality formulation, creating more cohesion to the brand identity (Fournier
1998,; Avis et. 2012,). In DeChernatony’s model, relationships are defined as
relationships between employees, employees and customers and employees and other
stakeholders (De Chernatony 1999, ). After time passes, these relationships develop
through communication and the relationships help different parties to understand each
other better (De Chernatony 1999,). Just like in every relationship, the other party has to be
taken into account; a selfish partner can easily wreck a relationship; once trust has been

created, it should be treasured in order to maintain commitment (Esch et. al 2006, ). To set
an
example how the relationship between brand and consumer is constructed, Fournier (1998,)
found out in her case study, that consumers’ relationships with brands are “valid at the
level of consumers’ lived experiences.” This can be seen to mean that the

14
relationships are based on customers’ experiences, opinions and feelings related to brand.
When viewing the De Chernatony’s model, it can be observed that through
employees’ actions, brand personality is actually a part of every relationship formed (see
Figure 2). In order to achieve balanced brand identity, managers should help the employees to
understand, what kind of relationships are advisable to form with different parties based
on the brand. These relationships should be based on the brand’s values and culture,
brand personality, brand positioning and brand presentation. It also has to be pointed
out that these relationships should be reviewed regularly. Staff should be taken into this
evaluating process, so they could realize in practice, how the relationships are affected by
brand’s values, personality and positioning. (De Chernatony 1999,) Relationships between
customers and brands have received quite a vast interest in the field of brand research (e.g.
Aaker 2010; Keller 2008, ).

2.2.5. Brand Presentation

When planning the presentation of brand, the starting point should be to understand how the
brand identity could be presented in the way that appeals to target group’s aspired
characteristics (De Chernatony 1999,), as appealing brand is an
important factor of success. As noted before, appealing brand personality can be a key for
that. From the viewpoint of brand personality, it has to be underlined that active
communication, especially advertising, has an important laundry soape in creation of
brand personality (Rajagobal 2006,). With communication, brand personality can be made
alive and to be more concrete (Rajagobal 2006,). For example many older people are
appealed with sporty and healthy looks (Kapferer 1997,). Many dairy brands are positioned on
lightness or fitness based on low fat products as those reflects an image of sporty young female
(Kapferer 1997,). The images are often found appealing from the perspective of older people,
who are often admiring youth (Kapferer 1997, 103). As a consequence, these kinds of products
are often bought by older people, as they are presented in appealing way (Kapferer 1997,).
Even though De Chernatony’s brand identity model (1999,) gives more practical view of
brand identity formulation compared to its rivals, it is still somewhat complex as the
model’s concepts are multifaceted, and so are the connections between these variables as
well. A summary from the model might be found useful. The central point in any brand is its
vision; where the brand desires to go to and what does it want to achieve. Whether the aim is
possible to achieve, depends on the employees of the company. They are creating the general
culture inside the company alongside the managers. Managers have a general idea about how

15
the

markets work and how the brand should be developed. These ideas form the core thinking
behind the brand, and those give the base to the brand’s positioning strategy. The
positioning of the brand manifests brand’s functional values as well as brand’s
personality; the factors that make the brand’s values alive in practice. All of these different
sections have to work coherently together; in other words company’s employees have to
internalize the main values of the brand and work flawlessly according to those. At this way
strong and successful brand identity can be created. Finally, through presentation the brand
identity is passed to the stakeholders From perspective of brand personality, presentation is in
important laundry soape as through that the personality can be built, maintained and
developed. (De Chernatony 1999; 2010; Kim et. al 2001) All in all, it can be stated that one
of the main goals of brand personality is to stand out from its competitors. Also other
factors of brand identity, brand’s presentation, positioning, culture and values as well as
relationships, can be seen supporting the goal.

2.3 .Brand Personality Drivers

Creation of brand personality can be seen as a ”joint venture” of both a customer and a
company. The concept of joint venture refers to a process, where both parties are creating the
brand personality from their own perspective: company is building and developing brand
personality through marketing, as well as with other various and different tools. Moreover,
both parties are affecting to brand personality. (Freling & Forbes 2005; Aaker 2010;
Rajagobal 2006,)
Customers typically experience the brand personality in dimensions that reflect a
customer’s personality (Rajagobal 2006,). According Freling and Forbes (2005,), brand
personality is not created easily, but once created it tends to be long lasting. The
environment of brand is not constant, which leads to the fact that brand has to be able to
readjust to changes happening (Kapferer 1997,). Through a multivariate analysis
methodology, J. Aaker (1997) developed the Brand Personality Dimensions (see fig. 2),
operational in terms of human characteristics.
Brand personality model is represented by five factors, which are: Sincerity, Excitement,
Competence, Sophistication, and Ruggedness. According to the author, the Brand
Personality Dimensions is a reliable framework for any kind of product category.

16
 Figure 2

Dimensions of Brand Personality

Brand Personality
Brand Personality

Sincerity
Sincerity Excitement
Excitement Competence
Competence Sophistication
Sophistication Ruggedness
Ruggedness

Down-to-earth Daring Reliable Upper class

Outdoorsy
Honest Spirited Intelligent Charming Tough
Wholesome Imaginative Successful
Cheerful Up-to-date

Source: J.Aaker, 1997

In this study the concentration is on Aaker’s theory concerning brand personality drivers
and the concentration is mainly on company’s point of view. According to his view, there are
two different characteristics in brand personality drivers: product-related and non-product-
related attributes. In addition, everything that is somehow related to a brand affects to
brand’s personality formed and experienced. To company, this means that all these
affecting characteristics should be in line with the wanted brand personality in order to achieve
desired goals and cohesive brand personality. Since in the theory there are many drivers
affecting brand personality, not all of the factors are taken into closer inspection. (Aaker
2010,).

2.3.1. Product-Related Characteristics

The strongest effect the brand personality has on product-related characteristics, such as
product category, package, price and product attributes (Aaker 2010,).
Price-related characteristics are often under discussion when talking about brands (Aaker

17
2010,). For example DelVecchio and Puligadda (2012,) proved, alongside numerous other
researches, that a discounted product is associated with a lower product quality; in other
words, higher price as a product character can lead to an image of good quality. The price of
the product can determine whether the product is upscale, middle-market or downscale
(Aaker 2010; De Chernatony & Riley 1998,).

2.3.2. Non-Product Related Characteristics

Non-product related characteristics also affect the brand personality. According to Aaker
(2010,), these kinds of characteristics are user imagery, sponsorship, age, symbol,
advertisement style, country of origin, company image, CEO and celebrity endorsers.
Rajagobal (2006,)

underlines the high power that celebrity endorses have in a brand personality building
process; when using a famous person as a means of marketing, brand can lend the
personality

of the famous person and combine the image on its own. Advertisements and advertising in
general are playing an important laundry soape in personality building (Aaker 2010,). This is a
consequence of the fact that advertising offers a practical way for creating associations in
customers’ minds (Rajagobal 2006,). Through advertising, brand managers can
contlaundry soap the extent of which a particular personality trait becomes a part of brand’s
overall image in medium or long-term or at least to some degree (Hayes et. al 2011,). In
addition to Aaker (2010,), other researchers have also underlined the importance of advertising
as a tool for creating brand personality. For example Keller (2008,) believes that one reason
for why advertising is so influential is the customers’ tendency to inferences concerning to the
situation of usage depicted in an advertisement. Company’s way to advertise the brand
affects to brand personality as well: for example a strong presence in advertisement
channels and advertising frequency do affect how brand’s personality is perceived
(Rosenbaum-Elliot et. al 2007,). The relationship between brand personality and advertising
can be seen interactive: brand personality does affect the marketing practices of the company
(Freling et. al 2011,). Symbol, or the logo in the other words, forms a really important part of
brand and its personality as well (Keller 2008; Aaker & Joachimsthaler 2000,). Even though it
is only a picture with one or few words, the power of logo can be enormous (Keller 2008;

18
Aaker & Joachimsthaler 2000,). McDonald’s golden arches can be set as an example of a
powerful logo.
Aaker’s view of non-product related characteristics is supported with other brand
personality researches. For example Hayes et. al (2011,) investigated in their study, whether it
is possible to imbue a brand with meanings and give it a personality. They used three types
of associations for testing: product attributes, corporate associations and user imagery; all
of which are also presented in Aaker’s (2010,) ‘brand personality drivers’ model. They found
out that user imagery has the strongest affection to brand personality (Hayes et. al 2011). Other
important outcome from the study was that different kinds of brand associations could be
combined in order to create a wanted brand personality profile (Hayes et. al 2011,).

19
 CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1 Description of the study area
Hawassa is a city in Ethiopia it is located 285 k.ms south of Adiss Abeba. The town serves as
the capital of the southern nations nationalities and peoples region and special zone of this
region .its located 275 k.ms south of adiss abeba via Debre zeit, 130 k.ms east of sodo, and 75
k.ms north of dilla.
Hawassa was capital of the former sidama province from about 1978 until the province was
abolished with the adoption of the 1955 constitution.

3.2 Research Design

The research design that is chosen is descriptive research designs, descriptive research helps
researchers generate data that can explain the composition and characteristics of relevant groups.
these groups can be customers, employees, organizations or other service providers. Survey
method is one of the methods that's going to be used. Participants answer questions administered
through interviews that are structured and questionnaire that are open ended and close ended.

3.3 Population and Sample Techniques

The population of the study comprises of the final consumers, company's marketing manager.
Regarding final customers non probability sampling technique specifically convenience or
accidental sampling technique used for the reason that respondents happen to be at the right time
and at the right place . The student researcher takes 40 respondents' to gather the necessary
information.because of saves time and resource, The student researcher used purposive sampling
technique to acquire data from the marketing manager of the company to compare the data that
was acquired from the final customers of the company.

3.4 Types of Data to be collected

The study includes primary and secondary data. Primary data was collected from final
customers, and managers. Secondary data was obtained from reference books, documents within
the company journals and previous research papers.

3.5 Method of Data Collection

To attain the objective of the study and to give answer for the research questions close ended as
well as open ended questionnaires was prepared and distributed to final customers while
structured interview was designed to the marketing manager. Secondary data was obtained from

20
investigating different documents within the company, using several reference books and
previous research papers.

3.6 .Method of Data Analysis

Qualitative data and quantitative data analysis techniques was used to analyze the data that was
collected from primary and secondary data collection instruments. Quantitative data analysis
techniques specifically percentage, was used to analyze data that was obtained through close
ended questions and presented using tables while qualitative data analyses technique specifically
narration was used to analyze data that was obtained from structured interview questions and
that of open ended questions.

21
 CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
This chapter is dedicated to data presentation, analysis and interpretation of the study based on
the data gathered from consumers and marketing manager of etab soap and detergent
manufacturing company.
The data collected in this study is through questionnaires containing open ended and close ended
questions and also an interview with the marketing manager. Qualitative data and quantitative
data analysis techniques was used to analyze the data that was collected from primary and
secondary data collection instruments. Quantitative data analysis techniques specifically
percentage, is used to analyze data is obtained through close ended questions and presented using
tables while qualitative data analyses technique specifically narration was used to analyze data
that was obtained from structured interview questions and that of open ended questions. The
research design that is chosen is descriptive research designs
45 consumers were selected as sample respondents, convenience sampling technique.,45 copies
of questionnaire were distributed to consumers out of this 40(88.8%) of them cooperated in
filling out the questionnaire. The research design that is chosen is descriptive research designs.
4.1. General characteristics of the respondents

This part of the paper presents general characteristics of respondents

4. 5: Below shows the general characteristics of the respondents.

Customer respondents
No Item
Number Percent (%)

1 Gender

Male 18 45

Female 22 55

Total 40 100

2 Age

Below 25 years 7 17.5

25-30 years 14 35

31-35 years 12 30

36-40 years 5 12.5

Above 40 years 2 5

Total 40 100

3 Educational background

High school 15 37.5

Diploma 12 30

BSC/BA 2 5

MSC/MA and above 3 7.5

Others 8 20

Total 40 100

Source: Survey data, 2017

23
This first section of table 1 summarizes the gender of the respondents among the total respondent
22(55%) are female whereas 18(45) are male. This indicates that the number of women exceeds
the number of male

The second item of the table 1 depicted the consumers respondent ages. The first age group of
consumers respondents below 25 accounted for 7(17.5) The second age group of the consumers
respondents range between 25 – 30 accounted for 14(35%) the third age group of the consumers
respondents lies between 31 – 35 accounted for 12(30%). The forth age group of consumer
respondents are between 36 – 40 accounted for 5(12.5%). The remaining 2(5%) are included in
the consumers age group are 40 and above .This shows that majority of the respondents are
middle aged

In table one the third item presented the educational background of the consumers. Among the
data respondents 15(37.5%) were having high school educational
Background.Accordingly,12(30%) were having a diploma respectively. Accordingly, for
BSC/BA and MSC/MA 2(5%) and 3(7.5% ).The remaining 8(20%%) of them are those
consumers having other educational backgrounds. This indicates that most of them are having
high school education.

4.2. Analysis of the findings of the study

This analysis tries to investigate the brand personality of Laundry soap from consumers and
marketing manager point of view.

4. 5: Respondents view on the competitiveness of brand personality

No Item Customers respondents

Laundry soap has a competitive personality Number Percent (%)

1 Strongly agree 0 0
Agree 7 17.5
Medium 16 40
Disagree 13 32.5
Strongly disagree 4 10
Total 40 100

24
Source: Survey data, 2017

The item of table 2 summarize the response of consumers regarding Laundry soap having a
competitive personality 7(17.5%) of them responded that they agree that Laundry soap has a
competitive personality, 16(40%) among the respondents mildly agree that Laundry soap has a
competitive personality, 13(32.5%) disagree that Laundry soap has a competitive personality,
and the remaining 4(10%) responded that they strongly disagree that Laundry soap has a
competitive personality. This shows that consumers middly agree Laundry soap as a competitive
brand, having a competent personality is important its one of the reasons that drive consumers to
choose one product than the other. In dimension of brand personality competency is one of the
classification Brand personality is when consumers can have something to relate to. When
consumers have something to relate to its a drive to purchase one product which increase the
company's profit due to continuous purchase.

The marketing manager stated that competency is one of the dimension that the company
considered in creation of the brand personality. A performance that matches the personality is
expected upon the communication made by the company. But seeing the response from the
questionnaire consumers have responded mid agree to the question because no matter how one
communicate to consumers the performance has to match if not its only cost. This will affect
how strong one brand is on the market the way consumers perceive affects the sales of the
product which will also affect the survival of the brand on the market.

4. 5. Respondents view on the toughness of brand personality

No Item Customers respondents

Laundry soap has a tough personality Number Percent(%
)
2 Strongly agree 0 0
Agree 5 12.5
Medium 19 47.5
Disagree 13 32.5
Strongly disagree 3 7.5
Total 40 100
Source: survey data, 2017

25
The item of table 3 summarize the response of consumers regarding Laundry soap having a
tough personality 5(12.5%) of them responded that they agree that Laundry soap has a tough
personality, 19(47.5%) mildly agree that Laundry soap has a tough personality, 13(32.5%)
disagree that Laundry soap has a competitive personality, and the remaining 3(7.5%) responded
that they strongly disagree that Laundry soap has a tough personality. Even if majority of
consumers mildly agree on the toughness of the product in comparing the two extremes the
negative exceeds the positive. Toughness is an attribute within the classification of ruggedness
under the dimension of brand personality. In humans toughness symbolizes strength, the same
can be applicable for products in personalizing it a tough product is the kind consumer rely on
and purchase. A well established brand stays on top of consumers mind which increases market
share.

As the marketing manger stated during the interview that in creation of Laundry soap's
personality toughness is part of it. The company communicates to its consumer saying that
Laundry soap has a tough personality this is explicitly communicated on the current TV
advertisement showing the toughness when it removes the stain off the cloth which shows the
strength of the brand even if the company communicates in such a manner when consumers
actually use this product the personality does not match the performance which is the reason
consumers have negatively responded to this question. This will have an impact on the
profitability of the company and the strength of the brand.

4. 5: Respondents view on the reliability of brand personality

No Item Customer respondent

Laundry soap has a reliable personality Number Percent (%)
Strongly agree 0 0
Agree 4 10
Medium 13 32.5
Disagree 21 52.5
Strongly disagree 2 5
Total 40 100
Sources: Survey data, 2017

The item of table 4 summarize the response of consumers regarding Laundry soap having a
reliable personality 4(10%) of them responded that they agree that Laundry soap has reliable
personality,13(32.5%) among the respondents mildly agree that Laundry soap has a reliable
26
personality,21(52.5%) disagree that Laundry soap has a reliable personality, and the remaining
2(5%) responded that they strongly disagree that Laundry soap has a reliable personality. This
indicates that consumers disagree on the reliability of Laundry soap when purchasing detergents
consumer should be able to get the result they want if not paying for a product without any result
is only cost for consumers , which leads to dissatisfaction this is not a result one anticipates for in
providing any product to consumers.

The marketing manager stated during the interview in creation of brand personality reliability is
also a part. It is communicated to consumers through TV advertisement and packaging that
Laundry soap is a brand consumers can rely on. But the result from the questionnaire shows that
the personality set does not match the reality. This will affect the future of the brand it makes it
impossible to leverage such product for extension not only that it diminishes positive attitude
consumers have about the company which might make it hard for the company to be able to
present new products to the company.

4. 5: Respondents view on the intelligence of brand personality

No Item Customers respondent

Laundry soap has an intelligent personality Number Percent (%)
1 Strongly agree 0 0
Agree 16 40
Medium 13 32.5
Disagree 8 20
Strongly disagree 3 7.5
Total 40 100
Sources: Survey data, 2017

The item of table 5 summarize the response of consumers regarding Laundry soap has an
intelligent personality 16(40%) of them responded that they agree that Laundry soap has an
intelligent personality, 13(32.5%) among the respondents mildly agree that Laundry soap has an
intelligent personality,8(20%) disagree that Laundry soap has an intelligent personality, and the
remaining 3(7.5%) responded that they strongly disagree that Laundry soap has an intelligent
personality. This shows that consumers agree on the intelligence of the product. Intelligence is
related to the quality and performance of the product.

27
The marketing manager stated in the interview that intelligence is a part in creation of Laundry
soap's personality The company communicates this by the TV advertisement showing its
excellent performance and the response concerning this personality has been answered positively
which is has a positive impact for the growth of the company.

4.1 5: Respondents view on honesty of brand personality

No Item Customer respondent

Laundry soap has an honest personality Number Percent (%)
Strongly agree 0 0
Agree 3 7.5
Medium 22 55
Disagree 10 25
Strongly disagree 5 12.5
Total 40 100
Sources: Survey data, 2017

The item of table 6 summarize the response of consumers regarding Laundry soap has an honest
personality 3(7.5%) of them responded that they agree that Laundry soap has an honest
personality,22(55%) among the respondents mildly agree that Laundry soap has an honest
personality,10(25%) disagree that Laundry soap has an honest personality, and the remaining
5(12.5%) responded that they strongly disagree that Laundry soap has an honest personality.
This indicates that consumers midddly agree about the honest personality of Laundry soap
.Honesty is being able to provide to consumers what we promise them doing that satisfies them.

During the interview the manager mentioned that as a marketer their ultimate Goal is to satisfy
their customers. Which is truly the aim of all marketers. and consumers have responded half half
regarding this question which is due to lack of providing consumers what has been promised
This will ruin the brand's reputation which will affect the products sales.

4.1 5: Respondents preference regarding packaging.

No Item Customer respondent

I would like it if Laundry soap had a different package Number Percent (%)
Strongly agree 0 0
Agree 21 52.5

28
 Medium 10 25
Disagree 6 15
Strongly disagree 3 7.5
Total 40 100
Sources: Survey data, 2017

The item of table 12 summarize the response of consumers regarding consumers preference :
21[52.5%) agree that they would prefer if Laundry soap had a different package,10(25%) of
them mildly agree if Laundry soap had a different package,6(15%) disagree if Laundry soap had
a different package,3(7.5%) strongly disagree if Laundry soap had a different package. This
shows that consumers agree if Laundry soap had a different package ,if consumers like our
packaging this has a significance for personalizing ones product. Packaging is directly related to
the brand personality. It's a form of communicating with consumers regarding the personality the
product has. So this shows that the message has been transmitted effectively.

The marketing manager stated during the interview that the company realizing the importance of
packaging that it has worked well on this area. The consumers responded positively regarding
this attribute. Packaging is one of the attributes that is used to communicate the personality of a
brand effectively.

4. 5: Respondents preference regarding price

No Item Customer respondent

I would prefer if Laundry soap had a price improvement. Number Percent (%)
Strongly agree 19 47.5
Agree 14 35
Medium 7 17.5
Disagree 0 0
Strongly disagree 0 0
Total 40 100

29
Sources: Survey data, 2017

The item of table 13 summarizes the response of consumers regarding consumers preference:
19(47.5%) strongly agree that they would prefer if Laundry soap had a price improvement,
14(35%) of them agree if Laundry soap had a price improvement, 7(17.5%) mildly agree if
Laundry soap had price improvement. This shows that consumers strongly agree if Laundry soap
had price improvement, price is what consumers pay for what they have bought and they would
prefer it if they get a reasonable price. .Since this is cost to consumers if the company does not
give them reasonable price they will shift to other products that will decrease its market share.

The marketing manager stated in the interview that the company has set price bench marking its
competitors. But according to consumers response they would prefer if there was price
improvement. Price affects brand personality the company benefits from considering this
attributes.

4.1 5: Respondents preference regarding using celebrities on advertisement price

No Item Customer respondent

I would like it if Laundry soap used celebrities on the Number Percent (%)
advertisement.
Strongly agree 0 0
Agree 14 35
Medium 17 42.5
Disagree 9 22.5
Strongly disagree 0 0

30
 Total 40 100
Sources: Survey data, 2017

The item of table 14 summarize the response of consumers regarding consumers preference :
14(35%) agree if Laundry soap used celebrities on their advertisement,17(42.5%) of them mildly
agree if Laundry soap used celebrities on their advertisement,9(22.5%) of them disagree if
Laundry soap used celebrities on their advertisement. This shows that consumers would like it if
Laundry soap used celebrities for advertisement. Well known advertisers add to the image of the
brand which is an appeal to consumers. It makes them proud to use one product with great image
they will recommend the product to other customers which will increase the sales.

The marketing manager stated during the interview that the company want to put an
advertisement with celebrity. So according to the questionnaire the consumers would prefer if
they used celebrities. This helps the brand to stay on top consumers mind.

4. 5: Respondents preference regarding using different logo

No Item Customer respondent

I would like it if Laundry soap used a different logo. Numbe Percent (%)
r
Strongly agree 0 0
Agree 0 0
Medium 12 30
Disagree 15 37.5
Strongly disagree 13 32.5
Total 40 100
Sources: Survey data, 2017

The item of table 15 summarize the response of consumers regarding consumers preference :
12(30%) mildly agree if Laundry soap used a different logo ,15(37.5%) of them disagree if
Laundry soap used different logo ,13(32.5%) of them strongly disagree if Laundry soap used
diffrent logo. This shows that consumers disagree if Laundry soap used a different logo. Logo is
part of branding in which marketers use as a tool to differentiate their brand it is an instant public
recognition. Being instantly recognized is one of the reasons companies brand their product if
not then consumers have no bases of differentiating one product from the competitor which
makes products stay behind the competition.

31
The marketing manager stated the company came up with a logo that is designed to be liked and
differentiated among consumers. Consumers have responded positively regarding the logo of the
brand which suffices the aim of differentiating it among the brand in the market.

4. 5: Respondents preference regarding sponsoring more events

No Item Customer respondent

I would like if Laundry soap sponsored more events: tv Number Percent (%)
shows,events .
Strongly agree 0 0
Agree 10 25
Medium 25 62.5
Disagree 5 12.5
Strongly disagree 0 0
Total 40 100
Sources: Survey data, 2017

The item of table 16 summarize the response of consumers regarding consumers preference :
10)25%) agree if Laundry soap sponsored more events ,25(62.5%) of them mildly agree if
Laundry soap sponsored more events ,5(12.5%) of them disagree if Laundry soap sponsored
more events. Even if consumers mildly agree that Laundry soap should sponsor more tv shows
comparing the two extremes (agree disagree) consumers agree on this issue. Sponsoring deliver
increased awareness and brand building. which aids companies to put their brand on top of
consumers mind.

The marketing manager mentioned this in the interview that the company is working on this area
exhaustively. Consumers have responded that they would prefer if Laundry soap used more
sponsorship. This makes the brand stay on top of consumers mind.

4. 5: Respondents view regarding fairness of Laundry soap's price

No Item Customer respondent

Among the detregents in the market Laundry soap's price Number Percent (%)
is fair
Strongly agree 13 32.5
Agree 16 40
Medium 6 15

32
 Disagree 5 12.5
Strongly disagree
Total 40 100
Sources: Survey data, 2017

The item of table 17 summarize the response of consumers regarding consumers preference :
13(32.5%) of them strongly agree that Laundry soap's price is fair in the market.16(40%) of them
agree that Laundry soap's price is fair.6(15%) of them mildly agree that Laundry soap's price is
fair,5(12.5%) of them disagree that Laundry soap's price is fair. So this indicates that Consumers
agree that Laundry soap's price is fair, setting a price that's fair is necessary it enhances how
much will be sold and creating a foundation for a business that will prosper and it's an important
factor for consumers.

The marketing manager stated in the interview that the company has set price bench marking its
competitors. According to consumers response in relevance with the market the price is fair.
Price is one of the element that affects brand personality its also a factor that adds to the profit of
the company.

4.1 5: Respondents view on considering Laundry soap as premium quality product.

No Item Customer respondent

Among the detergents in the market you consider Number Percent (%)
Laundry soap as a premium quality product
Strongly agree 0 0
Agree 0 0
Medium 23 57.5
Disagree 10 25
Strongly disagree 7 17.5
Total 40 100
Sources: Survey data, 2017

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The item of table 18 summarize the response of consumers regarding consumers preference :
23(57.5%) of them mildly agree that Laundry soap is premium quality.10(25%) of them disagree
that Laundry soap is premium quality product 7(17.5%) of them strongly disagree that Laundry
soap is a premium quality product. This shows that consumers middly agree that Laundry soap is
a premium quality.

The marketing manager has responded regarding quality that the company cares about the
quality of the product.

Consumers responded to the question about what comes to their mind when they hear the brand
Laundry soap. They responded that the first thing that comes to their mind is the scent of the
product Scent is one of the strongest trigger of memory and the driving force behind consumer's
purchase of a product. But most of them responded that the current TV advertisement of Laundry
soap is the first thing that pops up in their mind. Catchy TV advertisement presents the message
effectively and in a memorable way ,use of graphics and jingles at same time is possible.

The other question regarding what consumers use if they are not using laundry soap almost all of
them responded that they use Ariel and their reason is that it removes stain from cloth fast and
the scent stays on cloth for a long time on cloths .So this shows that Ariel is their competitor
learning to beat this competition improves everything.

CHAPTER FI VE
SUMMARY, CONCLUSION AND RECOMMENDATION
This section of the paper presents summary conclusion and recommendation that can improve
brand personality of Laundry soap.

5.1. Summary
The main objective of the study is to assess the brand personality of Laundry soap. In order to
achieve the designed objective ,questionnaires were distributed for consumers and an interview
with the marketing manager which aided during analysis.

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  Majority of the respondents 22(55%) are female. And also that most of the respondents
are middle aged (25-30) 14(35%).Most of them are having high school education
15(37.5%)
 The consumers consider Laundry soap as a middly competitive brand 16(40%) and also
of the consumers consider middly agree Laundry soap as a tough brand 19 (47.5%)Most
of the consumers do not consider Laundry soap as a reliable brand,21(52.5%)Most of the
consumers consider Laundry soap as an intelligent brand,16(40%)Almost half of the
consumers consider Laundry soap as an honest brand,22(55%).
 Almost half of the consumers agree if Laundry soap used a different package
21(52.5%).most of the of the consumers strongly agree if Laundry soap had a price
improvement. Half of the consumers mid agree if Laundry soap used celebrity
17(42.5%) . Majority of the consumers disagree if Laundry soap used a different logo
and also majority of consumers mid agree if Laundry soap used more sponsorship
25(62.5%).
 Most of the consumers agree Laundry soap's price is fair relevant to the market 16(40%)
and Almost all of the consumers mid agree that Laundry soap is a premium quality brand
23(57%),In addition consumers stated that when they hear the brand Laundry soap they
remember the scent and the current advertisement and also they mentioned that when
they are not using Laundry soap they use Ariel and stated their reason saying it removes
stain fast and a scent that stays long on cloth.

5.2. Conclusion
 Consumers have responded negatively regarding reliability and logo This will affect
how strong one brand is on the market it affects the sales of the product which affects the
profitability which will also affect the survival of the brand on the market. A well
established brand stays on top of consumers mind which increases market share of the
company, dissatisfaction is not a result one anticipates for in providing any product to
consumers it makes it impossible to leverage such product for extension.
 Consumers like Laundry soap's packaging and logo which has a significance for
personalizing ones product. packaging is a form of communicating with consumers

35
 regarding the personality the product has and the logo is a means of differentiating one
product So this shows that the message has been transmitted effectively and
differentiating Laundry soap has been done., Price, celebrity and sponsoring is the area
consumers like if it was improved.
 Setting a price that's fair is necessary it enhances sales and creates a foundation for the
business that will prosper and it's an important factor for consumers. This means that the
company does not make extra effort to assure the quality of the designs which ends in
providing the best possible experience for consumers. Scent is one of the strongest trigger
of memory and the driving force behind consumer's purchase of a product. Catchy TV
advertisement presents the message effectively and in a memorable way, use of graphics
and jingles at same time is possible so this shows that Ariel is their competitor learning to
beat this competition improves everything.

5.3. Recommendation
The company should be able to provide consumers with a product that resembles the personality.
Even if consumers get attracted to the product by promotion the company communicates when
they actually buy and try all the communicated personality vanishes from their head this is not
the result the company anticipates for. Putting our product on top of their mind must be the aim
of the company. Making consumers talk about our product advising their friends and colleagues
for the product must be the aim. This can be done when Laundry soap becomes competent,
tough, intelligent, reliable, and honest product. Which can be achieved by improving the quality
of the product this is by adding components to the detergent that enhances the performance of the
product.

 The company should make research in Knowing consumers perception regarding

price, package, quality, quantity and image. Because this are perceived as important
among consumers so the company have to research by hiring researchers from outside
the company or by the employees within the company because these factors are
related to the brand personality.
 The company should use celebrities and sponsor more shows by researching the most
watched shows it can sponsor by knowing the current actors that are famous in the

36
 country and use those actors in a unique way. It helps one brand to stay on top of
consumers mind which is one of the aim in branding.
 The company should make research how Ariel is the product that consumers choose
they should look for the components that enhances the product to work more
effectively than Laundry soap and after learning that they should do it in a better way.

Reference

Aaker,2009. Idea Branding. [Online] The Economist. Available at: < http://
www.economist.com/node/14126533 > [Accessed 1 Feb. 2015]

American Marketing Association Dictionary. Retrieved 2011-06-29. The Marketing

Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common
Language in Marketing Project

"Brand Recognition Definition" . Investopedia. 2013-04-19. Retrieved 2013-04-29.

Doyle, M, Lange F, Smith T. Marketing communications: A brand narrative approach. West

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Sussex, UK: John Wiley & Sons; 2010.

Foundations of Marketing. fahy& jobber. 2015.

Haigh, Robert (18 February 2014)."Ferrari – The World's Most Powerful Brand" . Brand
Finance. Retrieved 9 February 2015.

Keller, Kevin Lane (1993-01-01). "Conceptualizing, Measuring, and Managing Customer-Based

Brand Equity". Journal of Marketing . 57 (1): 1–22. doi: 10.2307/1252054 . JSTOR 1252054 .

Kim, E., Sung, Y. and Kang, H., 2014. Brand followers' retweeting behavior on Twitter: How
brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior,
37, pp.18–25

Kottler,, Philip (2009). Principles of marketing. Pearson Education Australia. ISBN

9781442500419 .

Riefler, P., 2012. Why consumers do (not) like global brands: The role of globalization attitude,
GCO and global brand origin. International Journal of Research in Marketing, 29(1), pp.25–34

Robert Pearce. "Beyond Name and Logo: Other Elements of Your Brand « Merriam Associates,
Inc. Brand Strategies" . Merriamassociates.com. Retrieved 2013-04-29.

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https://www.rijksmuseum.nl/en/ collection/NG-1987-14

APPENDAX
Hawassa University College of Business and Economics School of
Management and Accounting Department of Marketing Management
ENGLISH VERSION RESEARCH QUESTIONNAIRE

Dear respondents!
The following questions are prepared for research purpose to be under taken on Assessment on
brand personality on ETAB soap and detergent company in Hawassa by Alemu Teserahu who is

38
undergraduate student in university of Hawassa in BA of Marketing Management. Your
participation is greatly appreciated and all responses will be kept confidential.

Instruction

For the fulfillment of the purpose of this paper you are kindly requested to answer all of the
following questions appropriately as per the requirements listed below.

Your answers are confidential and only use for this BA degree study.

No need to write your name.

Part one:
Please select your chose and show your choice by making (√) on the box for your choice.

1. Gender:-

A. Male B. Female

2. Age:

A. below 25 years B. 25-30 years C. 31-35 years

D. 36- 40 years E. above 40 years

3. Educational background

A. High school B. Diploma C. BSC/BA

D. MSC/MA and above E. others

Part Two :
INSTRUCTION
The following table contain five agreement level lease show your level of agreements to the
following items (statements) by putting a “ X” mark on each of the boxes .Agreements level
are; strongly agree, agree ,medium, disagree ,strongly disagree.

Items Strongly agree Medium Dis agree Strongly dis

agree agree

39
4. The soap has the
competitive
personality. 

5. The soap has a

tough personality.

6. The soap has a

reliable personality.

7. The soap has an

intelligent
personality.

8. The soap has an

honest personality.

9. I like if the soap

had a different
package.

10. I prefer even if

the soap had a price
improvement.

11. I like it if the

soap used
celebrities on the
advertisement.

12. I Would  like it

40
if the soap used a
different logo.

13. I Would like it

if the soap sponsors
more events.

14. The soap price

is fair among the
detergents in the
market.

15. I consider that

the soap has a
premium quality
product among the
detergent in the
market.

41