Determinants Of Brand Loyalty In The Brewery Industry The Case Of St.george Brewery

The general objective of this study is to examine the major factors that determine brand loyalty of St.George beer market in Ethiopia; in addition it explores the major determinants of beer brand loyalty. The research type is a casual research type. A total of 136 questionnaires were distributed from this 132 were collected and used for the analysis purpose. Random or non-probability sampling was used for sampling procedure. Both primary and secondary data are the source of data collection. Data collection method took place in Addis Ababa lideta sub city specifically behind St.George Brewery and in front of Balcha Hospital. The research instrument is structured questioner.rnThe findings of the mean value revealed that the Perceived quality shows the highest score (mean=3.88). The correlation analysis revealed that coefficients that show the five determinants measuring brand loyalty are all positively related with brand loyalty within the range of 0.606-0.865, all are significant at p

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