Abstract:
The main objective of this study was to investigate the major determinants of brand loyalty in the
brewery industry in the Case of BGI Ethiopia. Causal research design was used. To accomplish this
goal and to address the research question, the researcher was utilized an enlightening and
informative techniques with a blend of both subjective and quantitative strategies. All BGI Ethiopia
customers in Addis Ababa's Lideta Sub city were the study's target audience. The highest score was
given to the Brand Image by the mean value results. According to the results of the correlation
analysis, there is a positive correlation between brand loyalty and the coefficients for each
determinant. Independent variables have significant effect on the dependent variable. The primary
factor that determines consumer brand loyalty should be taken into consideration by marketing
professionals at BGI Ethiopia. In this manner BGI Ethiopia to construct serious areas of strength for
dependability among its lager buyers ought to attempt to advance brew with large taste, wonderful
experience and large quality.
