The effect of brand loyalty to alcholic beverage on restaurant preference: The example of Antalya Kaleiçi

With the advancement of manufacturing technologies, producers or businesses use brands to differentiate their products from products of competitors in the market. The most important feature of a strong brand is to create a loyal customer group in its own product category. Brand loyalty is the most important value expressions of a brand. Loyal brand customers unfeignedly demonstrate their loyalities to their existing brands. Also, when they compare their brands with rival brands in the market, they show a purchase intention by paying more for brands they are loyal to and a tendency to advise it to other people. As customers' loyalty to brands increases, their sensivity to other competitive acts in the market decreases evenly. Food and beverage businesses have a great importance and an important position in the tourism industry. Nowadays, people go to food and beverage businesses not only they slake but also they have a good time by getting service magnificiently in a peacefull atmosphere. While consumers prefer restaurant businesses, they make a choice by considering some factors. Brands have an important role as a controlling factor in consumer preferences. it was detected that the brand loyalty to alcoholic beverages affects all these preference criterions despite the competitive acts as serving service, price of products, menu variations and other services which have an effect on restaurant preference except for food and beverage service in restaurants. The terms of brand and brand loyalty, their importance and benefits, brand loyalty ratings and factors affecting brand loyalty are included in the first part of the research. In the second part, food and beverage businesses, the classification of restaurant businesses and factors affecting the preferences of restaurant are included. The type, the importance, the purpose, the method, the population and sample, assumptions and limitedness of the research, the research hypotheses, data gathering method, the preparation of survey, the pilot test study and the analysis of datas obtained through the survey method through statistical methods are included in the third part of research. In this study, the effect of brand loyalty to alcholic beverages on restaurant preference was analyzed. The sample of the research includes customers who prefer restaurant businesses in Kaleiçi area of Antalya. As a result of the research, it was found a relation between loyalty to the brand of beer that is alcholic beverage and the effect of this loyalty on restaurant preference.