Browsing by Author "Elias, G/medhin"

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    Factors Influencing Consumer’s Brand Preference of Beer in the Case of Addis Ababa City
    (Addis Ababa University, 2018-05) Elias, G/medhin; Abdurazak, Mohammed (PhD)
    The beer industry in Ethiopia has been booming fast in a less than a decade time, with many brands penetrating the market, the state of having a strong brand in the consumers’ mind have become the prime concern of business owners. The Purpose of this research study is to test the beer brand preference in view of taste, price, brand name, package, advertisement, state of origin and social group and which of these factor are influencing consumers beer brand choices in Addis Ababa Market through the application of a conceptual framework of brand preference developed by Gabriel. As to the methodology, design and approach, the sampling techniques used, sample size is selected to be 384 and data gathered from conveniently selected respondents.. The findings revealed that five out of the seven factors are highly influencing consumer’s Brand choices. Based on the findings recommendations are given to managers to give priority to the influencing factors.