Now a day’s marketers try to increase customer preference for brands and try to prevent competition from taking over the minds of these acquired customers. This study aims to examine the effect of social media and situational factors on consumer preference for beer product brands in Nekemte Town. This study adopted explanatory research design supported with deductive research approach. The population of the study was comprised of beer consumers in the town. Convenience and purposive sampling techniques were used to trace the final respondents. The five-point Likert scale structured questionnaire was used to collect data from 351 respondents. Correlation and regression analysis techniques were employed to calculate the magnitude of association among the study variables and determine the percentage of changes in brand preferences caused by the explanatory variables. The finding from the association analysis reveals that the explanatory variables were statistically significant and associated with the brand preference of consumers for beer products. Similarly, the finding from the causation analysis reveals that predictive factors such as situational variations and social media were statistically significant, and their coefficient of determination (R2) is equal to 0.626, which indicates that 62.6% of the variation that occurred in the consumer’s perception of beer brands explained by the model. Based on these findings, the researcher suggest that beer producers who want to stay ahead of the competition should consider changes in the context of consumer preferences, and should adopt social media promotion strategies appropriately emphasizing awareness and leaving a positive impression on their pages; in order to increase consumer preference for the company's beer brand and improve its positioning.
| Published in | International Journal of Economic Behavior and Organization (Volume 9, Issue 3) |
| DOI | 10.11648/j.ijebo.20210903.15 |
| Page(s) | 76-84 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2021. Published by Science Publishing Group |
Brand Preference, Situational Variations, Social Media, Beer Brands, Nekemte Town
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APA Style
Hika Debela Biru. (2021). Effect of Social Media and Situational Variations on Consumers Brand Preference: Empirical Evidence from Beer Brands in Nekemte Town. International Journal of Economic Behavior and Organization, 9(3), 76-84. https://doi.org/10.11648/j.ijebo.20210903.15
ACS Style
Hika Debela Biru. Effect of Social Media and Situational Variations on Consumers Brand Preference: Empirical Evidence from Beer Brands in Nekemte Town. Int. J. Econ. Behav. Organ. 2021, 9(3), 76-84. doi: 10.11648/j.ijebo.20210903.15
AMA Style
Hika Debela Biru. Effect of Social Media and Situational Variations on Consumers Brand Preference: Empirical Evidence from Beer Brands in Nekemte Town. Int J Econ Behav Organ. 2021;9(3):76-84. doi: 10.11648/j.ijebo.20210903.15
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Download@article{10.11648/j.ijebo.20210903.15,
author = {Hika Debela Biru},
title = {Effect of Social Media and Situational Variations on Consumers Brand Preference: Empirical Evidence from Beer Brands in Nekemte Town},
journal = {International Journal of Economic Behavior and Organization},
volume = {9},
number = {3},
pages = {76-84},
doi = {10.11648/j.ijebo.20210903.15},
url = {https://doi.org/10.11648/j.ijebo.20210903.15},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijebo.20210903.15},
abstract = {Now a day’s marketers try to increase customer preference for brands and try to prevent competition from taking over the minds of these acquired customers. This study aims to examine the effect of social media and situational factors on consumer preference for beer product brands in Nekemte Town. This study adopted explanatory research design supported with deductive research approach. The population of the study was comprised of beer consumers in the town. Convenience and purposive sampling techniques were used to trace the final respondents. The five-point Likert scale structured questionnaire was used to collect data from 351 respondents. Correlation and regression analysis techniques were employed to calculate the magnitude of association among the study variables and determine the percentage of changes in brand preferences caused by the explanatory variables. The finding from the association analysis reveals that the explanatory variables were statistically significant and associated with the brand preference of consumers for beer products. Similarly, the finding from the causation analysis reveals that predictive factors such as situational variations and social media were statistically significant, and their coefficient of determination (R2) is equal to 0.626, which indicates that 62.6% of the variation that occurred in the consumer’s perception of beer brands explained by the model. Based on these findings, the researcher suggest that beer producers who want to stay ahead of the competition should consider changes in the context of consumer preferences, and should adopt social media promotion strategies appropriately emphasizing awareness and leaving a positive impression on their pages; in order to increase consumer preference for the company's beer brand and improve its positioning.},
year = {2021}
}
TY - JOUR T1 - Effect of Social Media and Situational Variations on Consumers Brand Preference: Empirical Evidence from Beer Brands in Nekemte Town AU - Hika Debela Biru Y1 - 2021/08/24 PY - 2021 N1 - https://doi.org/10.11648/j.ijebo.20210903.15 DO - 10.11648/j.ijebo.20210903.15 T2 - International Journal of Economic Behavior and Organization JF - International Journal of Economic Behavior and Organization JO - International Journal of Economic Behavior and Organization SP - 76 EP - 84 PB - Science Publishing Group SN - 2328-7616 UR - https://doi.org/10.11648/j.ijebo.20210903.15 AB - Now a day’s marketers try to increase customer preference for brands and try to prevent competition from taking over the minds of these acquired customers. This study aims to examine the effect of social media and situational factors on consumer preference for beer product brands in Nekemte Town. This study adopted explanatory research design supported with deductive research approach. The population of the study was comprised of beer consumers in the town. Convenience and purposive sampling techniques were used to trace the final respondents. The five-point Likert scale structured questionnaire was used to collect data from 351 respondents. Correlation and regression analysis techniques were employed to calculate the magnitude of association among the study variables and determine the percentage of changes in brand preferences caused by the explanatory variables. The finding from the association analysis reveals that the explanatory variables were statistically significant and associated with the brand preference of consumers for beer products. Similarly, the finding from the causation analysis reveals that predictive factors such as situational variations and social media were statistically significant, and their coefficient of determination (R2) is equal to 0.626, which indicates that 62.6% of the variation that occurred in the consumer’s perception of beer brands explained by the model. Based on these findings, the researcher suggest that beer producers who want to stay ahead of the competition should consider changes in the context of consumer preferences, and should adopt social media promotion strategies appropriately emphasizing awareness and leaving a positive impression on their pages; in order to increase consumer preference for the company's beer brand and improve its positioning. VL - 9 IS - 3 ER -
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