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Workineh Melese, Mesfin
- The Effect Of Brand Positioning On Consumer Preference In Some Selected Beer Brands In Addis Ababa
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Authors
Affiliations
1 Assistant Professor of Business Leadership, Department of Marketing Management, College of Business and Economics, School of Commerce, Addis Ababa University, ET
2 St. Mary’s University, Ethiopia., ET
1 Assistant Professor of Business Leadership, Department of Marketing Management, College of Business and Economics, School of Commerce, Addis Ababa University, ET
2 St. Mary’s University, Ethiopia., ET
Source
International Journal on Customer Relations, Vol 9, No 1&2 (2021), Pagination: 1-10Abstract
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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- The Effect of Marketing Mix Strategy on Sales Performance of Brewery Factories in Ethiopia: Does Competitive Intensity Moderates the Relationship?
Abstract Views :194 |
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Authors
Affiliations
1 Assistant Professor of Business Leadership, Addis Ababa University, College of Business and Economics, School of Commerce, Department of Marketing Management, ET
2 Debre Birhan University, College of Business and Economics, Department of Marketing Management, ET
1 Assistant Professor of Business Leadership, Addis Ababa University, College of Business and Economics, School of Commerce, Department of Marketing Management, ET
2 Debre Birhan University, College of Business and Economics, Department of Marketing Management, ET
Source
International Journal on Customer Relations, Vol 10, No 1 (2022), Pagination: 19-33Abstract
The aim of the study was to examine the effect of marketing mix strategy on sales performance and explain how competitive intensity moderates the relationship in the Ethiopian beer manufacturing industry. We measured marketing mix strategy in terms of the beer companies’ product, pricing, distribution, and promotion strategies. The study followed a quantitative survey approach. A total of 232 questionnaires were distributed to randomly selected employees in two beer companies (i.e. Dashen and Habesha Beer) and 220 usable questionnaires were used for analysis. The correlation and regression analysis revealed that marketing mix strategies (i.e. product, pricing, distribution, and promotion strategies) have a positive and significant effect on the sales performance of companies in the Ethiopian beer industry. In addition, we found out that competitive intensity significantly moderates the effect of marketing mix strategies on sales performance. This implies that designing and implementing sound marketing strategies can provide beer manufacturing businesses with a competitive advantage in an environment where the competitive intensity is high. Based on this, we suggested that beer companies should have sound marketing strategies in order to achieve success in the Ethiopian beer industry where the competition is becoming intense.Keywords
Marketing, Strategy, Marketing Strategy, Competition, Competitive Intensity, Sales Performance, Beer Industry, EthiopiaReferences
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