Now a day’s marketers are struggling to increase their brand preferences by customers and trying to avoid competitors from grabbing of these acquired customers mind. The purpose of this study was aimed to examine the factors affecting consumer brand preference of beer products in Nekemte Town. The study tried to identify the influence of eight determinant factors of brand preference on beer consumers. This study adopted explanatory research design supported with deductive research approach.
The population of the study comprised beer consumers in the town. Convenience and purposive sampling techniques were used to trace the final respondents. Data was collected from 351 respondents by using a five-point likert scale structured questionnaire. Correlation and regression analysis techniques were employed to calculate the magnitude of association among the study variables and to determine the percentage of change caused by the explanatory variables on brand preference. The finding from the association analysis reveals that the explanatory variables were statistically significant and associated with consumers brand preference for beer products in Nekemte town. However, the finding from the causation analysis reveals that four predicting factors i.e. product price, product availability, situational variations and social media were statistically significant and their coefficient of determination (R2) equals to 0.627, which indicates that 62.7% of the variation that occurred in the consumer’s preference of beer brands was explained by the model, while the remaining perceived quality, promotion, social factors and brand image were statistically insignificant at (P<0.05). Based on these findings, the researcher recommends that Heineken Brewery Share Company (HBSC) which wants to be on the cutting edge of competition was advisable to develop effective pricing strategy to make their product price affordable for beer consumers, and it was better to use social media advertising strategies which emphasize on creating awareness and leaving a positive impression on their pages in order to increase consumer’s preference for the company beer brands and improve their positioning.
Table of Contents
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.1.1 Background of the Study Area
1.2 Statement of the Problem
1.4.1 General Objective
1.4.2 Specific Objectives
1.5 Significant of the study
1.6 Scope of the Study
1.7 Organization of the Paper
1.8 Definition of Key Terms
CHAPTER TWO: REVIEW OF THE RELATED LITERATURE
2.1 Theoretical Review
2.1.1 Concept of Brand and Brand Preference
2.1.2 Evolution of Brand Preference
2.1.3 The Concept of Brand Preference
2.1.5 Factors Affecting Brand Preference
2.2 Empirical Review
2.2.1 Related Study in Developed Country Context
2.2.2 Related Study in Developing Country Context
2.2.3 Related Study in Ethiopian Context
2.2.4 Identified Research Gap
2.3 Conceptual Framework
CHAPTER THREE: RESEARCH DESIGN AND METHOD
3.1 Introduction
3.2 Description of the Study Area
3.3 Research Design
3.4 Research Approach
3.5 Data type and Data source
3.6 Target Population
3.7 Sampling Techniques and Sample Size
3.7.1 Sampling Techniques
3.7.2 Sample Size Determination
3.8 Data Collection Instruments
3.9 Validity and Reliability
3.9.1 Assessing Validity
3.9.2 Assessing Reliability
1.10Data Analysis Techniques
3.11 Research Ethics
CHAPTER FOUR: RESULTS AND DISCUSSION
4.2 Demographic Profile of the Respondents
4.3 Descriptive Analysis
4.3.1 Descriptive Analysis of Perceived Quality
4.3.2 Descriptive Analysis of Product Price
4.3.3 Descriptive Analysis of Promotion
4.3.4 Descriptive Analysis of Product Availability
4.3.6 Descriptive Analysis of Situational Factors
4.3.8 Descriptive Analysis of Social Media
4.3.9 Descriptive Analysis of Brand Preference
4.3.10 Grand Descriptive Analysis of the Variables
4.4 Correlation Analysis
4.5 Regression Assumption Tests
4.5.1 Normality Test
4.5.2 Linearity Test
4.5.3 Multi-Collinearity Test
4.6 Simple Linear Regression Analysis between Perceived Quality and Brand Preference
4.7 Simple Linear Regression Analysis between Price and Brand Preference
4.8 Simple Linear Regression Analysis between Promotion and Brand Preference
4.9 Simple Linear Regression Analysis between Product Availability and Brand Preference
4.10 Simple Linear Regression Analysis between Social Factors and Brand Preference
4.11 Simple Linear Regression Analysis between Situational Factors and Brand Preference
4.12 Simple Linear Regression Analysis between Brand Image and Brand Preference
4.13 Simple Linear Regression Analysis between Social Media and Brand Preference
4.14 Simultaneous Multiple Regression Analysis
4.14.1 Model Summary
4.14.2 ANOVA
4.14.3 Coefficients
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of the Findings
5.2 Conclusion of the Findings
5.3 Recommendations
5.4 Future Research Direction
Research Objectives & Key Themes
The study aims to examine the factors influencing consumer brand preference for beer products in Nekemte Town by identifying the impact of eight determinant variables and analyzing the causal relationship between these factors and brand choices.
- Impact of the marketing mix (4Ps) on brand preference.
- Influence of social factors and situational variations.
- Role of brand image and social media presence.
- Correlation and regression analysis of consumer behavior.
- Strategic recommendations for the Heineken Brewery Share Company (HBSC).
Excerpt from the Book
2.1.5 Factors Affecting Brand Preference
Brand adoption or preference has been receiving increased attention in extant literature. Cooper & Schindler (2014) noted that most new innovations come with high risks as most of them failed in the marketplace creating the need for marketers to have a clear understanding of success factors in brand adoption. According to Chalotte (1999) theories of adoption have often been used to explain how consumers form preferences for various goods and services.
Generally, Wee (2003) noted that these theories emphasize on the importance of different characteristics of the products in brand preference. The relative importance of each factor depends on the nature of industry under consideration, location and social characteristics of the consumers of the different brands. Marija (2010) gives several other factors where it is found that consumer can prefer the brand that gives the value in pre-consumption phase (brand, quality and label) and post consumption phase (taste, convenience where taste is the essential part of intrinsic quality dimension). Consumer’s previous experience with brand also influences their preferences and product acceptance.
Therefore, for this particular study the researcher will assess the following factors that affect brand preference. Such as: perceived product quality, price, promotion, product availability, social factors, situational factors, brand image and social media influences.
Summary of Chapters
CHAPTER ONE: INTRODUCTION: This chapter provides the foundation for the study, covering the background of beer brand preferences, the research problem, objectives, and the scope of the study.
CHAPTER TWO: REVIEW OF THE RELATED LITERATURE: This section details the theoretical and empirical background, defining brand preference concepts and analyzing factors such as quality, price, promotion, and social media influences.
CHAPTER THREE: RESEARCH DESIGN AND METHOD: This chapter outlines the research methodology, including the explanatory research design, population sampling techniques, data collection instruments, and the statistical analysis methods used.
CHAPTER FOUR: RESULTS AND DISCUSSION: This chapter presents the data analysis, including descriptive statistics of respondents and the regression models assessing the impact of independent variables on brand preference.
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION: This chapter synthesizes the research findings, draws final conclusions, and offers strategic recommendations for brewery companies to improve brand positioning.
Keywords
Brand preference, brand image, perceived quality, marketing mix elements, beer brands, Nekemte town, consumer behavior, regression analysis, situational factors, social media, product price, product availability, social factors, brewery industry.
Frequently Asked Questions
What is the core focus of this research?
The study investigates the factors affecting consumer brand preference for beer products specifically within Nekemte Town, Ethiopia.
What are the primary determinants identified?
The research examines eight key factors: perceived product quality, product price, promotion, product availability, social factors, situational variations, brand image, and social media influences.
What is the primary objective of this thesis?
The main goal is to identify which of the selected determinant factors significantly influence consumers' brand preference in the local beer market.
What scientific methodology was applied?
The study utilized an explanatory research design with a deductive approach, collecting quantitative data from 351 respondents via a structured five-point Likert scale questionnaire, followed by correlation and regression analysis.
What does the main body of the work cover?
The main body focuses on existing marketing literature, the conceptual framework for brand preference, detailed descriptive analysis of survey responses, and inferential statistical testing (correlation and regression) to validate the hypotheses.
Which keywords best describe this study?
Key terms include brand preference, marketing mix, beer brands, Nekemte town, social media, and consumer behavioral analysis.
How does price impact consumer choice in this market?
The findings indicate that product price is a statistically significant predictor, where price adjustments directly affect consumer brand preference in the local beer industry.
What role does social media play according to the results?
Social media emerged as a highly influential factor, with the regression analysis suggesting it has the highest positive influence on consumer preference compared to the other tested variables.
- Arbeit zitieren
- Hika Debela (Autor:in), 2020, Factors Affecting Brand Preference. The Case of Beer Brands in Nekemte Town, Ethiopia, München, GRIN Verlag, https://www.grin.com/document/1040483
