Research Report on Consumers Awar,eness. , Preference , and Satisfaction (Case of Harar City Beer Consumers of 'edel Brewery Share Company Products)

Abstract

This study was conducted under the title called consumers' awareness, preference and satisfaction with Bedele Brewery Share Company products. Awareness implies consumer's knowledge about the products of the company. Preference implies consumer's choice to consume and satisfaction is a function of consumers' perceived performance of the Company and consumers expectation. It was conducted on beer consumers of Harar City and totally took 5 months of study. The research ~ general objective of analyzing consumers awareness, preference and satisfaction and providing recommendetions after accomplishing analysis. In addition, it is significant for the company, reseerchers, interested individuals, competitor and others. This study took in to account 250 sampled consumers, which are selected randomly from 25 different Hotels, which are selected on basis of personal judgments .. Finally, Recommendation was given on how the company can make more accessible its products to the market and the way it has to use to attract more consumers.