FACTORS AFFECTING CONSUMERS BRAND PREFERENCE OF BEER PRODUCTS A CASE OF SELECTED HOTELS OPERATING IN ADDIS ABABA

Abstract

The study was conducted on assessing the factors affecting consumers brand preference of beer products in selected hotels operating in Addis Ababa city. The study focused on situational, personal and cultural factors that influence consumers’ beer brand preference. The study focused which factors were more influential on customer’s preference of beer brands. It was conducted by taking beer products as only reference to the study. Descriptive and explanatory type of research design was employed as a main research design for this study. questionnaires were used to collect primary data from 220 respondents, out of which 200 valid questionnaires were collected and analyzed. Convenience sampling technique were used for customers that are conveniently available in the hotels during data collection. Statistical Package for Social Science (SPSS) software version 23 were used to analyze data through statistical tools for this study, namely correlation and multiple regression analysis. Brand preference of beer products can be predicted by the quality of beer, price of the beer, reference group influence, emotional benefit, and advertisement about the beer and other variation of brand preference of the beer products can be explained by other variables. The result indicated that among the determinant factors of beer brand preference the most important determinants of beer preference were quality, emotional benefit, and advertisement, followed by price of the beer. There is significant and positive relationship between brand preference of beer products and its determinants quality, price, emotional benefit, and advertisement.