Consumer Perception And Brand Preference Of Brewery Products In The Case Of Walia Beer In Addis Ababa

Purpose – This is a descriptive study to understand consumer perception and preference towardsrnbrewery on the case study of Walia beer. The research studies why in short time Walia beer hasrnacceptance by the consumers and capture market share. The research studies different beerrnsensory attributes for Walia beer and other competing brands. The paper studies factors ofrnperception and their effect on perception formation of Walia beer. The study also goes throughrnmarketing stimuli and their effect.rnDesign/methodology/approach – The study uses self-administered questioner. The studyrnemploys inferential statistics to come up with conclusions. The study uses random sampling andrnjudgmental sampling. The study uses both secondary and primary data. The study uses regression,rncorrelation and ANOVA analysis.rnFindings – the study finds that consumers have strong perception and preference towards Waliarnbeer. The study also finds out that beer sensory attribute has strong effect on consumers’rnperception and preference. The study finds out that advertisement does not have significant effectrnon perception formation. The study finds out that divorce people has strong intention to buy andrnwhen income increases intention to buy Walia beer also increases.rnResearch limitations/implications – The study is from consumers’ point of view. The view pointrnand judgment of consumers used to make conclusion. The activities of the company and theirrneffect are not studied. Due to financial constraints the study is done only in Addis Ababa.rnPractical implications – The study forwarded different managerial points. The study revealedrnthat the market is volatile and managers should work on association with the consumers. Thernstudy forwarded that Meta beer has strong hangover and the company need to work on that. Thernstudy forwarded that advertisement of Walia lacks captivity and repetitive. The company needs tornwork on that. The study recommended that the company should concentrate on keeping inrnconsumer mind advertisement. The study suggests that the company keeps on associating thernproduct with the society or societal events.rnOriginality/value –The study is original and it is based on data collected from respondents. Thernstudy will be vital for the company to amend or enhance its marketing communication based onrnprimary data conducted. The study will also contribute to the existing knowledge of consumer’srnassumption by the company. The study will improve the rapid growth of the company if it is usedrnby the company

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