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
- 1.2 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
Objectives and Key Themes
This thesis aims to investigate the factors affecting brand preference for beer brands in Nekemte Town, Ethiopia. It seeks to identify the key drivers influencing consumer choices within this specific market.
- Brand preference and its determinants
- Influence of marketing strategies on brand choice
- Consumer behavior in relation to beer brands
- The role of socio-economic factors in brand preference
- Comparative analysis of beer brands in the Nekemte market
Chapter Summaries
CHAPTER ONE: INTRODUCTION: This chapter sets the stage for the research by providing background information on the study, including the context of beer brands in Nekemte Town. It clearly states the problem the research aims to address, outlining the research objectives—both general and specific—and highlighting the significance of the study. The scope and organization of the research are defined, and key terms are explicitly defined to ensure clarity and consistency throughout the thesis. This foundational chapter lays the groundwork for the subsequent chapters, establishing the parameters and direction of the entire research project.
CHAPTER TWO: REVIEW OF THE RELATED LITERATURE: This chapter presents a comprehensive review of existing literature relevant to brand preference, focusing both on theoretical concepts and empirical studies. The theoretical review delves into the concept of brand preference, its evolution, and the various factors that influence it. The empirical review examines related studies from developed and developing countries, including specific research conducted within the Ethiopian context. A crucial component of this chapter is the identification of research gaps, which highlights the novelty and contribution of the current study. The chapter culminates in a presentation of a conceptual framework that guides the research design and methodology.
CHAPTER THREE: RESEARCH DESIGN AND METHOD: This chapter details the methodological approach employed in the research. It begins with an introduction, followed by a description of the study area (Nekemte Town) to contextualize the research. The core of this chapter lies in the explanation of the chosen research design, which likely involves specifying the data collection methods (e.g., surveys, interviews), sampling techniques, and data analysis procedures. The chapter provides a thorough account of the methods used to ensure the reliability and validity of the research findings, thus strengthening the credibility of the conclusions drawn later in the study (not included in this preview).
Keywords
Brand preference, beer brands, Nekemte Town, Ethiopia, consumer behavior, marketing strategies, socio-economic factors, brand loyalty, market analysis.
Frequently Asked Questions: Comprehensive Language Preview
What is the overall topic of this research?
This research investigates the factors affecting brand preference for beer brands in Nekemte Town, Ethiopia. It aims to identify the key drivers influencing consumer choices in this specific market.
What are the key themes explored in the research?
Key themes include brand preference and its determinants, the influence of marketing strategies on brand choice, consumer behavior related to beer brands, the role of socio-economic factors in brand preference, and a comparative analysis of beer brands in the Nekemte market.
What chapters are included in the research, and what is their content?
The research includes three chapters: Chapter One (Introduction) provides background information, states the research problem and objectives, defines the scope, and clarifies key terms. Chapter Two (Review of Related Literature) presents a comprehensive review of theoretical concepts and empirical studies related to brand preference, including research from developed and developing countries and the Ethiopian context. It identifies research gaps and presents a conceptual framework. Chapter Three (Research Design and Method) details the research methodology, including the study area description, research design, data collection methods, and data analysis procedures.
What are the specific objectives of this study?
While the precise specific objectives aren't fully listed here, the preview indicates the research aims to investigate factors affecting brand preference for beer in Nekemte Town, identifying key drivers of consumer choice within that market.
What is the significance of this study?
The significance is not explicitly detailed in this preview, but it can be inferred that the study aims to contribute to a better understanding of brand preference within a specific context (Nekemte, Ethiopia), potentially informing marketing strategies and consumer behavior research.
What keywords are associated with this research?
Keywords include: Brand preference, beer brands, Nekemte Town, Ethiopia, consumer behavior, marketing strategies, socio-economic factors, brand loyalty, and market analysis.
What is the target audience of this research preview?
This preview is intended for academic use, supporting the structured analysis of themes within the research.
Where can I find the complete research?
This is only a preview; the complete research is not included here.
What type of research design is likely used?
The specific research design is not detailed in this preview but is discussed in Chapter Three.
What data collection methods are likely used?
The specific data collection methods are not detailed in this preview but are discussed in Chapter Three.
- Quote paper
- Hika Debela (Author), 2020, Factors Affecting Brand Preference. The Case of Beer Brands in Nekemte Town, Ethiopia, Munich, GRIN Verlag, https://www.grin.com/document/1040483
