Influence of soft drinks branding on consumer buying decision: The case of Nyanza bottling company
| dc.contributor.author | Mageni, Joseph | |
| dc.date.accessioned | 2025-01-02T07:24:43Z | |
| dc.date.available | 2025-01-02T07:24:43Z | |
| dc.date.issued | 2015 | |
| dc.description | A dissertation submitted to partial fulfillment of the requirements for award of of the degree of Master's of Business Administration in Corporate Management (MBA-CM) of Mzumbe University | |
| dc.description.abstract | This research study examined influence of soft drinks branding on consumers’ buying decision the case of NBCL in Mwanza city –Tanzania and later the study recommends appropriate measure to be taken by NBCL and other companies to improve on brands influence to their products. This report comprises five chapters. Where chapter one presents background to the studied problem, justification for study and research objectives. Chapter two gives reviewed of literature and conceptual framework for this study. Chapter three presents methodology, chapter four analyzed findings and five summarizes, concludes and gives out recommendations. Study included 150 respondents. In this sample size of 50 respondents from inside of the company and another 100 were consumers of the company’s products from outside the company. The data were collected through interview and questionnaires The study, findings revealed that; nature of branding at NBCL is done or created basing on two things. At NBCL local products like juices (Fruitree) they have been branded locally while those products which were fallen under Coca-Cola brand, the need for brand was proposed first to Core brand owner (Coca-Cola International) for approval. In most cases the approved brand should be in association with the existing brands under the core brand. Also, buying decisions of consumers on NBCL’s soft drinks were influenced by factors like brand loyalty, products’ packaging, promotion, wide distribution coverage, reliability in quality of the products, standards which carter for health security and safety and weaknesses available in other brands. The researcher recommends that NBCL to increase speed number of times for promoting their brands as other companies’ brands have been promoted so as discourage consumers not to switch on other brands. In addition, NBCL and other companies dealing with soft drinks to continuing research on consumers’ black boxes (minds) as now days consumers’ brains change very quickly to or from the decisions to buy. | |
| dc.description.sponsorship | Private | |
| dc.identifier.citation | APA | |
| dc.identifier.uri | https://scholar.mzumbe.ac.tz/handle/123456789/1854 | |
| dc.language.iso | en | |
| dc.publisher | Mzumbe University | |
| dc.subject | Branding on consumers’ | |
| dc.subject | Nyanza bottling | |
| dc.subject | Soft drinks in Tanzania | |
| dc.title | Influence of soft drinks branding on consumer buying decision: The case of Nyanza bottling company | |
| dc.type | Thesis |