Factors Underlying Brand Choice of Consumers: The Case of Beer Brands in Addis Ababa

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Date

2015-05

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Publisher

Addis Ababa University

Abstract

Every customer in the market has his/her own brand choice. Customers consider certain attributes before purchasing products. The objective of this study was to identify the underlying factors of brand choice among consumers of beer in Addis Ababa. The variables included in this study are perceived quality, price, packaging, advertisement, promotional activities, brand availability, brand name awareness and alcoholic content as dependent variable. A sample of 360 beer consumers was selected using convenience sampling technique. A semi -structured questionnaire based on likert type scale was used to elicit information from the sampled respondents in the city of Addis Ababa. The data were analyzed using descriptive statistics, one way ANOVA, independent sample t- test and multiple regressions. The findings of the study showed that most of respondents were aware of beer brands available in Ethiopia. Particularly St.george, Walia and Meta beers are found to be a top of mind and mostly preferred brands of all brands available in Ethiopia. The study revealed that product quality, brand name awareness, package design, advertisement, brand availability and promotional activities make a significant contribution to beer brand choice of consumers in Addis Ababa. Moreover, the study finding shows that, there is a difference among consumers of the different age groups with regard to advertisement as a factor for brand choice. Regarding the difference between educational level of respondents on the factors they consider in brand choice, advertisement, promotional activities and brand availability were found to have a significant difference. However, the test result for variation on brand preference based on respondent’s gender and income level was found to be insignificant.

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Keywords

Brand choice, Beer, Brand Preference

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