Determinants of Brand Loyalty in the Case of Dashen Brewery S.c.

Abstract

The main objective of the study is to examine the determinants factors of beer brand loyalty of Dashen brewery in the case of Gondar City administration. The study used explanatory research design. The study was based on both primary and secondary sources. Questionnaires were distributed to 384 beer consumers, which were selected using convenient or available sampilng technique. The data was analyzed using descriptive and inferential statistics. The study used mean and standard deviation to present the results of respondents’ level of agreement to the study variables and multiple linear regression method was used to identify the significant determinant that affect beer brand loyalty; in addition, descriptive statistics was also used to present the result. The results of the study revealed that the independent variables such as price, product quality, advertisement, attitude, social interaction and availability together accounted for 89.4 % of variance in the dependent variable beer brand loyalty. The result also confirmed that from the proposed six determinant factors four of the factors such as price, quality of the product, attitude and availability affected the brand loyalty of Dashen beer product consumers significantly. Based on the result the study concluded that that from the proposed significant variables product quality and attitude have significant association/prediction power which contributes 73.3% and 18.5% of the change in the dependent variable of beer brand preference. Moreover, product quality was the most determinant factor contributing 73.3% change in the dependent variable.