Effect Of Marketing Mix On Customer’s Brand Preference: (A Case Of St. George Brewery)

No Thumbnail Available



Journal Title

Journal ISSN

Volume Title


Addis Ababa University


This study was conducted with an objective of identifying marketing mix on brand preference in the case of St. George brewery. It conceptualized and developed four dimensions of marketing mix: product quality, price, promotion, distribution and branding and tests the relationships between marketing mix, branding and brand preference. This study used both descriptive and explanatory research designs. Convenience sampling methods were used. Data were collected from primary sources through questionnaire and semi-structured interviews and analyzed through both descriptive and explanatory methods. The descriptive analysis was conducted by using mean and standard deviation. On the other hand, explanatory analysis was conducted by using Pearson correlation method and linear regression method. The result indicated that marketing mix has significant positive effect on brand preference for the product. Product quality, promotion and distribution have significant positive effect on brand preference at significance level of 0.01. Product quality has the highest effect and followed by promotion. But effects of pricing and branding have no statistically significant effect on brand preference. Based on the findings the researcher recommends that management of the company has to improve market mix of the company specifically product quality, promotion and distribution.



Market mix, brand preference, product quality