DETERMINANTS OF CUSTOMERS’ BEER BRAND PREFERENCE IN DEBRE BERHAN CITY

Abstract

In the era of dynamic competition, consumers have more choices, more information and higher expectations than ever before. To make consumer move from trial to preference, brands need to deliver on their value preposition, as well as dislodge someone else from the consumer‟s existing preference set. Studies undertaken on the area of interest, particularly in the beer brand preference, tried to came up with the mere statistical association between determinant factors and the outcome; brand preference. However, the mechanism as how those factors influences the customers‟ in- built behaviour towards beers brand preference , thereby choice, is remained being blurred in the study district and the country even. The objective of this study, therefore, was to explore factors and identify determinants of customers‟ beer brand preference in Debre Berehan city, Ethiopia, 2020. A simple cross sectional strategy embedded with qualitative techniques (Key Informant Interviews) was employed among 422 conveniently selected current beer customers. Quantitative and qualitative data was collected using structured and semi structured questionnaires and a topic guide, what is more, respectively. Data was analyzed using Statistical Package for Social Science version 23. The finding from the multinomial logistic regression revealed what factors determine the probability attached to respondents beer brand preference. Accordingly; gender, age * health, occupation, perceived beer quality and brand test had positive sign and significantly affect the probability of preferring St. George; while family size had negative sign and significantly affect the probability of preferring St. George. Perceived brand quality, media advertisement‟s, social and /or peer influence, brand availability, brand taste and age * health had positive sign and significantly affect the probability of preferring Dashen. Whereas family size had negative sign and significantly affect the probability of preferring Dashen. Advertisement, social and /or peer influence, perceived beer quality and brand test had positive sign and significantly affect the probability of preferring Habesha. Whereas family size had negative sign and significantly affect the probability of preferring Habesha. The qualitative findings illustrate quantitative results also identified perceived quality, brand taste, media advertisement‟s, underlying health conditions and social and / or peer influence as an important thing that beer consumers consider during brand preference decision. Beer producing companies are expected to make sure the consistent availability of quality brands segmented as per the need of distinctive social classes (age, gender, xiii social status). It is also highly advised to connect all advertisement dimensions with health merits they offered.