Factors Affecting Brand Preference. The Case of Beer Brands in Nekemte Town, Ethiopia

Table of Contents

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

1.1.1 Background of the Study Area

1.2 Statement of the Problem

1.4.1 General Objective

1.4.2 Specific Objectives

1.5 Significant of the study

1.6 Scope of the Study

1.7 Organization of the Paper

1.8 Definition of Key Terms

CHAPTER TWO: REVIEW OF THE RELATED LITERATURE

2.1 Theoretical Review

2.1.1 Concept of Brand and Brand Preference

2.1.2 Evolution of Brand Preference

2.1.3 The Concept of Brand Preference

2.1.5 Factors Affecting Brand Preference

2.2 Empirical Review

2.2.1 Related Study in Developed Country Context

2.2.2 Related Study in Developing Country Context

2.2.3 Related Study in Ethiopian Context

2.2.4 Identified Research Gap

2.3 Conceptual Framework

CHAPTER THREE: RESEARCH DESIGN AND METHOD

3.1 Introduction

3.2 Description of the Study Area

3.3 Research Design

3.4 Research Approach

3.5 Data type and Data source

3.6 Target Population

3.7 Sampling Techniques and Sample Size

3.7.1 Sampling Techniques

3.7.2 Sample Size Determination

3.8 Data Collection Instruments

3.9 Validity and Reliability

3.9.1 Assessing Validity

3.9.2 Assessing Reliability

1.10Data Analysis Techniques

3.11 Research Ethics

CHAPTER FOUR: RESULTS AND DISCUSSION

4.2 Demographic Profile of the Respondents

4.3 Descriptive Analysis

4.3.1 Descriptive Analysis of Perceived Quality

4.3.2 Descriptive Analysis of Product Price

4.3.3 Descriptive Analysis of Promotion

4.3.4 Descriptive Analysis of Product Availability

4.3.6 Descriptive Analysis of Situational Factors

4.3.8 Descriptive Analysis of Social Media

4.3.9 Descriptive Analysis of Brand Preference

4.3.10 Grand Descriptive Analysis of the Variables

4.4 Correlation Analysis

4.5 Regression Assumption Tests

4.5.1 Normality Test

4.5.2 Linearity Test

4.5.3 Multi-Collinearity Test

4.6 Simple Linear Regression Analysis between Perceived Quality and Brand Preference

4.7 Simple Linear Regression Analysis between Price and Brand Preference

4.8 Simple Linear Regression Analysis between Promotion and Brand Preference

4.9 Simple Linear Regression Analysis between Product Availability and Brand Preference

4.10 Simple Linear Regression Analysis between Social Factors and Brand Preference

4.11 Simple Linear Regression Analysis between Situational Factors and Brand Preference

4.12 Simple Linear Regression Analysis between Brand Image and Brand Preference

4.13 Simple Linear Regression Analysis between Social Media and Brand Preference

4.14 Simultaneous Multiple Regression Analysis

4.14.1 Model Summary

4.14.2 ANOVA

4.14.3 Coefficients

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary of the Findings

5.2 Conclusion of the Findings

5.3 Recommendations

5.4 Future Research Direction

Research Objectives & Key Themes

The study aims to examine the factors influencing consumer brand preference for beer products in Nekemte Town by identifying the impact of eight determinant variables and analyzing the causal relationship between these factors and brand choices.

• Impact of the marketing mix (4Ps) on brand preference.
• Influence of social factors and situational variations.
• Role of brand image and social media presence.
• Correlation and regression analysis of consumer behavior.
• Strategic recommendations for the Heineken Brewery Share Company (HBSC).

Excerpt from the Book

Summary of Chapters

CHAPTER ONE: INTRODUCTION: This chapter provides the foundation for the study, covering the background of beer brand preferences, the research problem, objectives, and the scope of the study.

CHAPTER TWO: REVIEW OF THE RELATED LITERATURE: This section details the theoretical and empirical background, defining brand preference concepts and analyzing factors such as quality, price, promotion, and social media influences.

CHAPTER THREE: RESEARCH DESIGN AND METHOD: This chapter outlines the research methodology, including the explanatory research design, population sampling techniques, data collection instruments, and the statistical analysis methods used.

CHAPTER FOUR: RESULTS AND DISCUSSION: This chapter presents the data analysis, including descriptive statistics of respondents and the regression models assessing the impact of independent variables on brand preference.

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION: This chapter synthesizes the research findings, draws final conclusions, and offers strategic recommendations for brewery companies to improve brand positioning.

Keywords

Brand preference, brand image, perceived quality, marketing mix elements, beer brands, Nekemte town, consumer behavior, regression analysis, situational factors, social media, product price, product availability, social factors, brewery industry.

Frequently Asked Questions

What is the core focus of this research?

The study investigates the factors affecting consumer brand preference for beer products specifically within Nekemte Town, Ethiopia.

What are the primary determinants identified?

The research examines eight key factors: perceived product quality, product price, promotion, product availability, social factors, situational variations, brand image, and social media influences.

What is the primary objective of this thesis?

The main goal is to identify which of the selected determinant factors significantly influence consumers' brand preference in the local beer market.

What scientific methodology was applied?

The study utilized an explanatory research design with a deductive approach, collecting quantitative data from 351 respondents via a structured five-point Likert scale questionnaire, followed by correlation and regression analysis.

What does the main body of the work cover?

The main body focuses on existing marketing literature, the conceptual framework for brand preference, detailed descriptive analysis of survey responses, and inferential statistical testing (correlation and regression) to validate the hypotheses.

Which keywords best describe this study?

Key terms include brand preference, marketing mix, beer brands, Nekemte town, social media, and consumer behavioral analysis.

How does price impact consumer choice in this market?

The findings indicate that product price is a statistically significant predictor, where price adjustments directly affect consumer brand preference in the local beer industry.

What role does social media play according to the results?

Social media emerged as a highly influential factor, with the regression analysis suggesting it has the highest positive influence on consumer preference compared to the other tested variables.