THE DETERMINANTS OF BRAND LOYALTY IN THE CASE OF ZEBIDAR BREWERY SC

Abstract

Loyalty is a distinct concept that is often measured in a behavioral sense through the number of repeat purchases. The study examine on the determinants of brand loyalty in the case of Zebidar Brewery S.C. The study has used both primary and secondary data types. The primary data was collected using questionnaire from customers’ of Zebidar Beer. The sample size includes 138 users of the beer. Convenience sampling technique was used to select the desired number of sample customers’. After the data has been collected, it was analyzed using descriptive statistics and inferential statistics. For identifying the effect of the determinants multiple regression was adopted after testing all the necessary assumptions required. The result shows that all the identified four determinants were found to statistically influence customers’ loyalty where price possess the highest influence. As a result the company is recommended to consider all the determinants in its operation and marketing activity to create long lasting loyalty with its customers’.