ASSESSMENT OF FACTORS INFLUENCING BRAND PREFERENCE – THE CASE OF META BEER

Abstract

The purpose of this study is to investigate factors influencing the brand preference of Meta Beer. The target population of this study are Meta beer final consumers who are located in Addis Ababa and the employees of Diageo Meta beer share company.The study has adopted both quantitative and qualitative research approach.The study has adopted quantitative research approach mainly to scrutinize the effects of pricing, packaging, promotion, product availability, perceived quality and competitor’s environment on brand preference of Meta beer . On the other hand, the researcher has used qualitative research approach mainly to identify the major challenges encountered for the decline of the market share of Meta beer in Ethiopia beer industry in general and in Addis Ababa in particular. Moreover, the study adopted descriptive research design to assess the cause and effect relationship between variables. Questionnaires were developed in five point Likert scale ranging from five to one. A total of 196 questionnaires were distributed through convenience non probability sampling technique to Meta beer consumers located in Addis Ababa and out of the 196 distributed questionnaires, 187 (95%) were obtained valid and used for analysis. The result indicated that pricing is important factor in influencing the brand preference of Meta beer.The result also suggested that packaging and promotion has splendid impact in positively influencing the brand preference of Meta beer. The interview result suggested that Meta beer distribution is low in Addis Ababa mainly due to less penetration in key outlets of Addis Ababa, weak distribution channel, bad attitude of the distributors and product shortage. Finally, the researcher suggested that Diageo Meta beer should invest in promotional activities, pricing, packaging, perceived quality and product availability.