THE EFFECT OF BRAND POSITIONING ON CONSUMER PREFERENCE IN SOME SELECTED BEER BRANDS IN ADDIS ABABA

Abstract

The main objective of the study was to examine the effect of brand positioning on consumer preference in the case of some selected Beer brands in Addis Ababa. Quantitative approach along with explanatory research design was applied. All consumers of beer were entitled as a study population in which the sample frame was drawn. As the sampling technique, the non-probability sampling method, specifically convenient sampling technique by using those customers available in a certain specific time and place was appropriate for this study. The sample size of the study had a total of 385 targeted consumers of which 282 usable responses were collected through the Self-administered standardized questionnaire with a response rate of 75.1%. These primary data, collected through questionnaire, were coded and analyzed with the help of SPSS 21.0. The findings showed that all dimensions of brand positioning namely Relevance, differentiation, delivery and communication had positive and significant effects on consumer preference. Specifically, Relevance and Differentiation caused relatively the highest effect on consumer preference while communication was found to be the least determining factors. It can be concluded that positioning brand in a proper way can have a good implication on consumer preference. Therefore, firms are recommended to enhance their brand positioning strategy to improve consumer brand preferences.