Purpose of the study: The aim of this study is to find out the factors that influence drivers of three wheeler auto rickshaw in their brand preference towards different brands of commercial three wheeler passenger auto rickshaw in Adama City, Ethiopia Methodology:  Primary data was collected from 500 auto drivers using a pilot tested questionnaire consisting of 40 questions. Cronbach’s alpha measure was used to test constructs reliability and in order to identify brand preference, exploratory factor analysis and parallel analysis was conducted. Main Findings: PCA revealed that there are 11 factors whose Eigen values are above 1. A look at scree plot indicated that there is a need to reconsider the number of factors to be used for further analysis. This decision was supported by Parallel analysis and 8 relevant factors identified. This 8 component solution explained 64.25 % of the variance. Applications of this study: Identification of determinants of brand preference can be used by three wheeler passenger auto manufacturers and distributors in Ethiopia Novelty/Originality of this study: There is no study conducted on drivers brand preference of three wheeler passenger auto rickshaws in Ethiopia.

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