| Abstract: | The main objective of the study was to examine the effect of marketing strategy on customer
Loyalty at BGI Ethiopia Brewery S.C. For achieving the study objectives, both qualitative and
quantitative research methods are used. Primary data were collected through the use of
questionnaire from 360 respondents. The data were processed using SPSS software (version
26.0) and analyzed via descriptive statistics, correlation and linear regression analyses. The
results of this study indicate that, all the 4Ps marketing mix elements (product, price, promotion
and place) have positive correlation with customer loyalty. The finding of regression analysis
also indicates that product, price, place and promotion have a strong positive effect on customer
loyalty with result of (β=0.161, p<0.05), (β=0.117, p<0.05), (β= 0.071, p<0.05) and (β= 0.239,
p<0.05) respectively. In terms of degree of effect, product has the strong impact on customer
loyalty followed by place Therefore, based on the findings of the study, it is recommended that
BGI Ethiopia should retain its current marketing strategies because they have positive effect on
customer loyalty. Also, that BGI Ethiopia should evolve other marketing strategies such as
giving discounts to create and sustain customers’ loyalty and create customers friendly outlets to
directly keep in touch with many small customers |
