Gakaguah, Nicholas Wanjau2019-11-262020-01-082019-11-262020-01-082013Gakaguah, N.W (2013) The impact of selected attributes on brand loyalty: the case study of beer market in Dar es Salaam,Master dissertation, University of Dar es Salaam, Dar es Salaamhttp://localhost:8080/xmlui/handle/123456789/5601Available in print form, East Wilbert Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HD9397.T34G34)The study reports results of the impact of selected attributes on brand loyalty of beer among beer consumers aged above 18 years old in Dar es Salaam region. This study surveyed brand loyalty behaviour of beer consumers and examined five key brand loyalty factors, which are brand name, product quality, price, promotion and style. The main objective of the study was to assess the influence of these selected attributes on brand loyalty.A descriptive research design was employed to address the above objective by collecting data from a sample of 100 respondents using a highly structured questionnaire. Discriminant analysis and cross tabulation, statistics were used to group beer consumers according to their loyalty levels. The hypotheses raised in the study were tested using independent samples t- test. Beer consumers were classified into two categories by their degree of brand loyalty. We have brand loyal consumers and brand switchers. The study found that brand name, price and style have a significant positive influence on brand loyalty of brand loyal consumers, while promotion influences more on that of brand switchers. Product quality was not perceived by both groups as a key factor to brand loyalty.The study therefore concludes that factors that have a positive significant influence on beer brand loyalty are brand name, price and style. Further research is needed to leverage the findings and provide better and more in-depth implications for both theory and practice. In future with use of a longitudinal study, it might be possible to get a broader and deeper insight of the phenomenon under scrutiny.enBeer industryBrewing industryBrand loyaltyBrand name productsThesis