DETERMINATS OF BRAND LOYALITY IN THE BREWERY INDUSTRY:- THE CASE OF DASHEN BREWERY IN BAHIR DAR TOWN

Abstract

The general objective of this study is to examine the major determinant brand loyalty of Dashen beer market in Ethiopia. The research type is a casual research type. A total of three hundred twenty three questionnaires were distributed from this three hundred seventeen were collected and used for the analysis purpose. Non-probability sampling which is convenience sampling was used for sampling procedure. Both primary and secondary data are the source of data collection. Data collection method took place in Bahir Dar Fasilo sub city. The research instrument is structured questioner. The findings of the mean value revealed that the Brand experience shows the highest score. The correlation analysis revealed that coefficients that show the five determinants measuring brand loyalty are all positively related with brand loyalty. A Eighty point one Percent change of the dependent variable (Brand loyalty) on the Dashen Beer are explained by the independent variables which are included in the regression model ware as nineteen Nine point Nine Percent explained by other variable which is not include in the model. As found after analysis customer satisfaction, perceived quality, brand experience and brand switching cost are important factors influencing the Dashen beer. The beer marketing practitioners should take into consideration that the important determinant of brand loyalty of Dashen consumers (i.e. perceived quality). The positive feeling and experience which they have obtained after consuming the beer also influence their brand loyalty. Therefore Dashen Brewery in order to build a strong brand loyalty among Dashen beer consumers should try to promote beer with better taste, pleasant experience and higher quality. Keywords: Brand loyalty, Brand experience, perceived quality, brand image, customer satisfaction and brand switching cost