Browsing by Author "Mabusi, Boni"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Discount pricing in business and customer perception on the quality of beer brands:the case of Tanzania breweries limited
    (University of Dar es Salaam, 2005) Mabusi, Boni
    The main objective of this study was to investigate discount pricing in business and customer perception on the quality beer brands, using Tanzania Breweries Limited as a case. Sample analysis was based on 91 beer customers chosen randomly. Survey method was used to gather data using structured questionnaires from three District in Dar es salaam region namely Kinondoni, Ilala, and Temeke. The study found out, given discounts to wholesalers and cash discount to consumers contributed to sales increase and market share growth, as business competitors acquired less market share. Although the interviewed customers doubted beer quality that was sold at reduced prices, 66% of them agreed that pricing discounts increased sales. Addition beer customer pointed out of number of problems that they have encountered. These are expiring beer, hang over, poor quality, stomach problems, not chilled and communication. It was recommended that manufacturing firms have to keep on using discounting price strategy. At the same time, TBL management is advised to change customers perception on quality of discounted beer. The study being new in Tanzania has added value to business for manufacturing firms, which practice discount strategy.