The Effect Of Positioning On Customer Loyalty A Case Study On Habesha Brewery Share Company

The general objective of this study is to investigate the effect of positioning on customerrnloyalty Habesha Brewery. The research type is a casual research type. A total of 384rnquestionnaires were distributed from this 363 were collected and used for the analysisrnpurpose. Deliberate or judgmental sampling was used for sampling procedure. Both primaryrnand secondary data were the source of data collection. Data collection method took place inrnAddis Ababa specifically in Saris, Stadium, Piassa, Arat kilo, Gerji and 22 areas. Thernresearch instrument is structured questioner. The findings of the mean value revealed thatrnpositioning differentiation shows the lowest score (mean=3.72). The correlation analysisrnrevealed that coefficients that show the five determinants measuring positioning are allrnpositively related with customer loyalty within the range of 0.446-0.870, all are significant atrnp

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