DETERMINANTS OF CUSTOMER BASED BRAND EQUITY IN ETHIOPIAN BREWERY INDUSTRY: EVIDENCE FROM DE BREBE RHAN TOWN

Abstract

Brand is one of the marketing devices used to overcome marketing challenges and helping the organizations to reinforce their upper hand. The examination adjusts an illustrative way to deal with measure customer-based brand value on the grounds that Ethiopian brewery industry. The objective of this study was to asses Aaker’s Customer-based brand equity model in the case of the Ethiopian beer industry. A questionnaire survey was administered to conveniently selected 384 samples of respondents from debreberhan town residents. The brand value measurements (brand awareness, brand association, perceived quality, brand loyalty and extra brand preference) were the dimensions that the investigation was conceptualized and used to quantify customer- based brand equity. The data was analyzed using descriptive and inferential statistics (correlation and regression) analysis. A quantitative research was employed in this investigation. And also, the finding shows that the most consumed beer brand in Debreberhan Ethiopia is Dashen beer, being followed by Waliya Beer. These two brands are highly consumed while the remaining brands: Habesha, St. Gorge, Bedelle, Meta and Harar share the rest of the market accordingly. The results also showed that, most of beer consumers had beer only on weekends and once or twice a week only this holds true in all age, gender and educational back ground groups. Although all the determinants of Customer-Based Brand Equity had a positive influence on the overall brand equity of consumers, the study also revealed that among the determinants of Customer-Based Brand Equity, Perceived Quality had the strongest influence in the Ethiopian Beer industry case and brand association had insignificant effect on brand equity.