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The Effect of Brand Positioning on Consumer Preference in Some Selected Beer Brands in Addis Ababa

International Journal on Customer Relations

Volume 9 Issue 1 & 2

Published: 2021
Author(s) Name: Mesfin Workineh Melese, Bethelihem Tamiru Tekletsion | Author(s) Affiliation: College of Business and Economics, School of Commerce, Addis Ababa University, Ethiopia.
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Abstract

The main objective of the study was to examine the effect of brand positioning on consumer preference in some selected beer brands in Addis Ababa. We measured brand positioning using relevance, differentiation, communication, and delivery dimensions. The study followed a quantitative survey approach. A total of 385 questionnaires were distributed to conveniently available consumers, and 282 useable questionnaires were used for analysis. The findings indicated that the four brand positioning dimensions have a positive effect on consumer preference. Based on this, we suggested that companies in the beverage industry, particularly those producing beer, should work strongly on improving relevance, differentiating their products, designing sound communication strategies, and creating utilities via creative distribution approaches. The managerial implication of the study is that it can be a useful guide to formulate sound brand strategy in the beverage industry. In addition, the findings also enable managers to recognise brand positioning dimensions as important drivers of brand performance.

Keywords: Consumer Preference, Positioning, Relevance, Differentiation, Communication, Delivery

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