Assessment of Determinants of Beer Brand Loyalty Building in Nigeria and Challenge

The study seeks to ascertain; how quality and price, availability, awareness creation of beer can build strong customers loyalty and to establish if competition amongst existing Beer brands in Nigeria can pose significant challenge to building Beer brand loyalty. A cross sectional survey was adopted for the study. Questionnaire was used to elicit relevant data from 411 consumers and 229 marketers that constituted the respondents. Relevant data collected were analysed and presented in a cross-tabulations frequencies and percentages while hypotheses formulated for the study were tested using inferential statistics. The findings reveal that quality and price of beer, availability, awareness creation about existing brands of beer, respectively lead to building beer brand loyalty and that existing different brands of beer in Nigeria lead to increase in competition and to a challenge in building Beer brand loyalty. It was drawn that in building Beer brand loyalty, quality should be aligned with price as a justification and perceived by the consumers. Moreover ensuring availability and creation of product awareness because is mainly when consumers can access brand of Beer through proper awareness, that loyalty abound. Breweries in Nigeria need not therefore rest on their competitive advantage but should continually improve on product quality and other factors established through research as propelling forces to loyalty.