Browsing by Author "Mkanda, Sibiana Ramadhani"

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    An assessment of some product, price, quality, package, label and promotional factors that affect consumer choice of brand: a case of carbonated soft drink brands in Tanzania market
    (University of Dar es Salaam, 2009) Mkanda, Sibiana Ramadhani
    This study analyzes the consumer buying behavior of Carbonated Soft Drinks in the Tanzanian market. It investigated critical product attributes that influence consumer preference for a particular brand of carbonated soft drink. It examines consumer buying behavior and assesses some product, price quality, packages, label and promotional issues that affect the choice of brand by consumers. The research aims to contribute to theoretical knowledge and at the same time guide market practitioners in deciding on which of the best market tactics to adopt. The research methodology consists of a survey of 167 carbonated soft drinks consumers from five regions, through use of a standard questionnaire. Chi-square statistical method and technique was used to measure the indicators while multiple regression method was used for testing the hypotheses. Five hypotheses were empirically tested and the results showed that there is a significant negative relationship between the price of the pack and the choice of brand of carbonated soft drinks. Regarding quality the results revealed that the perceived quality of the product negatively influenced the decision to purchase a carbonated soft drinks brand. The negative correlation might result from the fact that consumers are often judge the quality of the products on the basis of variety of information cues that they associate with products. Generally, the study found out that the explanatory variables greatly influence the decision to purchase carbonated soft drink brands on the Tanzanian market. The study recommends that; carbonated soft drinks companies should redirect their resources to fund projects that will address marketing issues that are relevant to consumer so as to sustain loyalty. The government is strongly advised to create a sustainable business environment by revising its taxation, import and export policies to safeguard the local soft drinks industry.