Factors Influencing Consumers Brand Preference Of Beer In The Case Of Addis Ababa City

The beer industry in Ethiopia has been booming fast in a less than a decade time, withrnmany brands penetrating the market, the state of having a strong brand in the consumers’rnmind have become the prime concern of business owners. The Purpose of this researchrnstudy is to test the beer brand preference in view of taste, price, brand name, package,rnadvertisement, state of origin and social group and which of these factor are influencingrnconsumers beer brand choices in Addis Ababa Market through the application of arnconceptual framework of brand preference developed by Gabriel. As to the methodology,rndesign and approach, the sampling techniques used, sample size is selected to be 384 andrndata gathered from conveniently selected respondents.. The findings revealed that fivernout of the seven factors are highly influencing consumer’s Brand choices. Based on thernfindings recommendations are given to managers to give priority to the influencingrnfactors.

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