Factors Influencing Brand Loyalty of Soft Drink Consumers in Kenya and India
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Date
2013Author
Mise, Jairo Kirwa
Nair, Chandrasekeran
Odera, Odhiambo
Ogutu, Martin
Type
ArticleLanguage
enMetadata
Show full item recordAbstract
The main purpose of the study was to establish the key factors that influence brand loyalty among soft drink
consumers in the Kenyan and Indian markets. The study was carried out between January 2012 and October 2012. The target group was majorly youth consumers who were sampled from local universities in both countries.
The study established that in India, peer group are more powerful in influencing potential consumers to take soft
drinks while in Kenyan parents play a crucial role. More importantly too, it was established that of the six variables
studied, promotion is the strongest influencing factor among Kenyan soft drinks consumers while in India, brand
quality matters most.
Citation
International Journal of Business Mamangement.Eco.Res., Vol 4(2),2013,706-713Sponsorhip
Full TextPublisher
School of Business, University of Nairobi