FACTORS AFFECTING MARKET SHARE OF BREWERY COMPANY THE CASE STUDY OF HABESHA BREWERY

Abstract

Ethiopia’s Beer market has shown substantial growth with numerous new brands introduced in the past few years. The purpose of this study is to examine factors affecting market share of Habesha Brewery Share Company. The study focused on four determinants (marketing Mix) namely product strategy, price strategy, promotion strategy and distribution strategy which can affect market share of Habesha Brewery. Explanatory research design and Descriptive research design is applied to have a better insight and gain a richer understanding about the effect of those factors on market share of Habesha Brewery. Primary and secondary data collection instruments is used to collect data for this study, the study also use questionnaire and interview data collection instruments. Both probability and non-probability sampling is used in the sampling technique. Purposive samplings, which are of non-probability sampling, is used to select Managers of Habesha brewery. Simple random sampling technique, which is of probability sampling, is used to select the respondents among the total number consumers found from the selected customer of Habesha brewery. The data is analyzed through Multiple Linear regression model and hypothesis testing is performed using SPSS software. The result showed that there is a positive and significant relationship between market share of Habesha brewery and product strategy, price strategy, promotion strategy and distribution strategy. Finally, the study recommended that appropriate and adequate measures of marketing mix strategies lead to long term business successes, holding remarkable market share.