ELEMENTS OF BRAND PREFERENCE: CASE STUDY ON POST PANDEMIC ERA NON ALCOHOLIC BEER BRAND EXTENSION PRODUCT
Abstract
In the contemporary globalized market, consumers are well informed about every product category of what they prefer. As the market face unpredictable challenges strategic planning is mandatory to cop up and secure business existence. Brand extension is a noble proposition for alternative market in catastrophic incidents like COVID 19 global pandemic. The increasing demand for non-alcoholic beer during post COVID-19 pandemic reflects a growing trend towards healthier lifestyle preferences and wellness-focused consumption habits. The production of non-alcoholic beer has opened up new marketing opportunities for breweries, allowing them to target diverse demographics such as sportspersons, pregnant women, designated drivers, and health-conscious individuals who look for flavorful alternatives without compromising on social experiences.
This study will try to show the brand extension product of BGI brewery, the first beer company of the country. SEN’Q is the company’s first nonalcoholic product, after about 100 years of operation in Ethiopia. Introducing a new brand requires more effort for companies to persuade consumers from trial to preference set. The study was conducted taking nonalcoholic beer market as reference and focus which factors more influence customer preference. Bahir Dar city is base of the study.
It shows the consumers perception and the results are useful in providing insights into the market characteristics. There is significant and positive relationship in various measures and circumstances between brand preference of beer products and the eight independent variables; CSR, price, health matter, situational variation, advertisement, life style, brand awareness, product quality, with the dependent variable brand preference. A questionnaire survey was conducted. Data was collected from 360 nonalcoholic beer consumers. From the findings Consumers brand preference for brand driven by the perceived quality standard of the parent brand and the supposed suitability is discovered.
References
Ahmed SI, Hasan SMT, Ahmed T. (2020) Obesity is a potential risk factor for covid-19 associated morbidity and mortality in urban Bangladesh. BMJ370:m2811. doi: 10.1136/bmj.m2811
Akabogu, O. C. (2013). Application of the “Brand-Choice Sequences” Theory to Measure Brand Loyalty to Beer Brands in Nigeria. American Journal of Business and Management, 2(3), 222-232.
Ali, F. (2015). Service quality as a determinant of customer satisfaction and resulting behavioural intentions: A SEM approach towards Malaysian resort hotels.Tourism: An International Interdisciplinary Journal, 63(1), 37-51.
Anetoh, J. C. (2017). Branding and its effect on consumer loyalty to the selected table water brands in Nigeria. International Journal of Management Studies, Business and Entrepreneurship, 2(4), 115-148.
Bronnenberg, B. J., & Dubé, J. P. (2017). The formation of consumer brand preferences.Annual Review of Economics, 9, 353-382.
Bureau of Labor Statistics. Spending on 9 of the 14 major components of household spending decreased from 2019 to 2020. 2020 [09/20/2021]. Available from: https://www.bls.gov/opub/ted/2021/spending-on-9-of-the-14-major- components-of-household-spending-decreased-from-2019-to-2020.htm?view_full.
Christian, A., & Sunday, E. M. (2013). Factors influencing brand preference of beer consumption in Port-Harcourt Metropolis, Rivers State, Nigeria. Analyst, 5(7), 76- 87.
Clark, C. R., Doraszelski, U., & Draganska, M. (2009). The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. Qme, 7, 207-236.
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
Dai X, Shao Y, Ren L, Tao W, Wang Y. (2021) Risk factors of COVID-19 in subjects with and without mental disorders. J Affect Disord. 299:63. doi: 10.1016/j.jad.2021.11.063
Dickinson, D. K., & Neuman, S. B. (Eds.). (2007). Handbook of early literacy research (Vol.
Fianto, A. Y. A., Hadiwidjojo, D., & Aisjah, S. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy, 5(2), 58.
Goldsmith, R. E., Flynn, L. R., & Korzenny, F. (2015). Brand engagement and consumer innovativeness. Journal of Applied Marketing Theory, 6(1), 4.
Hamer M, Kivimaki M, Gale CR, Batty GD. (2020) Lifestyle risk factors, inflammatory mechanisms, and COVID-19 hospitalization: A community-based cohort study of 387,109 adults in UK. Brain Behav Immun. 87:184–7. doi: 10.1016/j.bbi.2020.05.059
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer behavior. Cengage Learning.
Isik, A., & Yasar, M. F. (2015). Effects of brand on consumer preferences: A study in Turkmenistan. Eurasian journal of business and economics, 8(16), 139-150.
Ismail, Z., Masood, S., & Tawab, Z. M. (2012). Factors affecting consumer preference of international brands over local brands. In 2nd international conference on social science and humanity (Vol. 31, No. 12, pp. 54-59).
Jiang, P. (2004). The role of brand name in customization decisions: a search vs Experience perspective. Journal of Product & Brand Management, 13(2), 73-83.
Jones, C., & Bonevac, D. (2013). An evolved definition of the term ‘brand’: Why branding has a branding problem. Journal of brand strategy, 2(2), 112-120.
Karedza, G., & Sikwila, M. (2017). The impact of packaging designs on consumer buying behaviour of FMCG during the hyperinflationary and after the dollarisation era in Zimbabwe. Asian Journal of Social Sciences and Management Studies, 4(1), 20-30.
Kaupa, S., & k Govender, K. (2016). Consumer lifestyle and premium beer brand choice–An exploratory South African case study. African Journal of Hospitality, Tourism and Leisure, 5(1), 1-10.
Keller, K. L. (2013). Building strong brands in a modern marketing communications environment. In The evolution of integrated marketing communications (pp. 65-81). Routledge.
Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The effects of brand name suggestiveness on advertising recall. Journal of marketing, 62(1), 48-57.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2010). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Kotler, P. T., & Lee, N. R. (2009). Up and out of poverty: The social marketing solution. Pearson Prentice Hall.
Lautiainen, T. (2015). Factors affecting consumers' buying decision in the selection of a coffee brand.
Mahase E. Covid-19: Why are age and obesity risk factors for serious disease? BMJ. (2020) 371:m4130. doi: 10.1136/bmj.m4130
Madodo, O. (2015). Factors Affecting Beer Customer Satisfaction In The Breweries Industry: A Case Study Of The East African Breweries Limited In Kenya (Doctoral dissertation, United States International University-Africa).
Mukamal KJ, Conigrave KM, Mittleman MA, Camargo CA, Stampfer MJ, Willett WC, et al. (2003) Roles of drinking pattern and type of alcohol consumed in coronary heart disease in men. N Engl J Med. 348:109–18. doi: 10.1056/NEJMoa022095
Munusamy, J., & Wong, C. H. (2008). Relationship between marketing mix strategy and consumer motive: an empirical study in major Tesco stores. Unitar e-journal, 4(2), 41-56.
Musia, Z. M. (2013). Factors Influencing Competitive Advantage By East African Breweries Ltd within beer manufacturing sector in Kenya (Doctoral dissertation, University of Nairob.
Narteh, B. (2018). Brand equity and financial performance: The moderating role of brand likeability. Marketing Intelligence & Planning, 36(3), 381-395.
Ronksley PE, Brien SE, Turner BJ, Mukamal KJ, Ghali WA. (2011) Association of alcohol consumption with selected cardiovascular disease outcomes: a systematic review and meta-analysis. BMJ. 342:d671. doi: 10.1136/bmj.d671
Rundle‐Thiele, S., & Bennett, R. (2001). A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets. Journal of Product & Brand Management, 10(1), 25-37.
Sahney, S., Ghosh, K., & Shrivastava, A. (2013). “Buyer's motivation” for online buying: an empirical case of railway e-ticketing in Indian context. Journal of Asia Business Studies, 8(1), 43-64.
Sarwade, W. K., & Ambedkar, B. (2011). Brand preferences and consumption pattern of edible oils in Maharashtra state. In International Conference on Economics and Finance Research, IPEDR (Vol. 4, pp. 330-334).
Thakur, S., & Singh, A. P. (2012). Brand image, customer satisfaction and loyalty intention: A study in the context of cosmetic product among the people of Central India. EXCEL International Journal of Multidisciplinary Management Studies, 2(5), 37-50.
Tjizumaue, B., Samuel, S., Nautwima, J. P., & Asa, A. R. (2023). Factors Influencing Consumer Preference Among Beverage Product Brands in Namibia. International Journal of Innovation and Economic Development, 9(3), 7-24.
Tusubira, F., Mulira, N., Kahiigi, E., Kivunike, F., Printery, K., Ullrich, J., ... & Van
Dick, R. Tabachnick, B., Fidell, L.(2001), Using Multivariate Statistics, Allyn & Bacon, Needham Heights, MA.[Manual request][Infotrieve] Thomas, S.(1996), Decision Making with Dependence and Feedback: The Analytic Network Process, RWS,. Chapter One Introduction Background, 10(2), 493.
Wang Y, Yang Y, Ren L, Shao Y, Tao W, Dai XJ. (2021) Preexisting mental disorders increase the risk of COVID-19 infection and associated mortality. Front Public Health. 9:684112. doi: 10.3389/fpubh.2021.684112
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Journal of Modern Management SHINAWATRA UNIVERSITY
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.