Factors Influencing Consumers Brand Preference of Beer Consumption in Ethiopia
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Date
2024-10
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Addis Ababa University
Abstract
The primary goal of this study is to determine and look into factors that influence customer brand preference in beer consumption. Brand preference refers to a consumer's desire to choose one product over another assuming price equality and availability are the same.
The research comprises all of the beer brands that are sold, available, and purchased by the general population in Ethiopia's beer market. "What factors initiates a person to prefer any one beer brand over the other?" The research's main focus was the implementation of six independent variables that are put as determinants of brand preference, placed as three variables attributed as brand specific variables (Perceived Quality, Promotion, Emotional Value) and another three as general consumer variables (Brand Consciousness, Reference Group Influence, Consumer Situational Variation).And from this vantage point, the research seeks to demonstrate their relationship with one another as well as their overall brand preference. The survey included 384 beer consumers from various regions of Addis Ababa who were chosen from a variety of venues, ensuring that the findings were representative of the bulk of the population. Of these respondents, 383 questioners were examined and provided for analysis and discussion. All research hypotheses were accepted and supported.
The research instrument was validated and checked for reliability. Some of the major findings of the study can be stated as: the most preferred beer brand in the market currently is Habesha beer followed second by a close difference is Heineken beer the rest follow accordingly. Beer brand variety preference also differs with gender. Also some brands are more preferred by young people while others by different age groups.
The findings revealed that the variables chosen as determinants in consumer beer consumption represented their influence on brand preference. The implications of this finding are that beer manufacturers who want to stay on the cutting edge and increase brand preference should consider perceived quality as a major determinant when designing products for consumers, as well as emotional attributes of their products. Also, understand that consumer preferences vary depending on the situation. In terms of brand promotion, emphasize a social typesetting with the social media advertisement and depict a friendship situation. They should emphasize social groups and capitalize on this by segmenting their markets into separate social classes.
Key words: Perceived Quality, Brand Consciousness, Reference group Influence, Emotional value, Brand preference and Beer consumption.