Factors influencing customer purchase decision of Nyanza bottling company (NBCL) products in Mwanza City.
| dc.contributor.author | Kyeju, Diana | |
| dc.date.accessioned | 2024-10-31T09:48:06Z | |
| dc.date.available | 2024-10-31T09:48:06Z | |
| dc.date.issued | 2019 | |
| dc.description | A dissertation submitted to Mzumbe University as partial fulfillment of the requirements of award of Masters Degree of Business Administration in Corporate Management (MBA-CM) of Mzumbe University | |
| dc.description.abstract | This research report was based on the factors that influence the customer purchase decision of NBCL products in Mwanza city. The main objective of the study was to determine the factors that influence customer purchase of NBCL products. The specific objectives were to examine the influence of social factors on customers‟ purchase decision of NBCL bottling products in Mwanza city, to assess the influence of marketing communication factors on customers‟ purchase decision of NBCL bottling products in Mwanza city, to examine the influence of personal factors on customer purchase of NBCL bottling products in Mwanza city and to determine customers‟ suggestions on improvement of NBCL bottling products in Mwanza city. The study used a sample size of 150 respondents, but only 102 responded to the questionnaires distributed. Sampling techniques that were used were purposive sampling and convenience sampling. Both primary and secondary data were used as sources of data and the researcher employed a survey research design because of its flexibility in terms of data collection and breadth. The data collected were presented, discussed and analyzed using descriptive statistical analysis. The findings of the study revealed that social factors, market communication, and personal factors influenced customer purchase decision of NBCL products. These findings imply customers tend to purchase NBCL products mostly based on their social classes, group influence and sometimes out of personal preferences. The study recommends that NBCL should provide the required information to customers on their products differentiate their products from other company's products, provide seminars and training to customers about decision making and establish the outcome from customers after purchasing their products. | |
| dc.description.sponsorship | Private | |
| dc.identifier.citation | APA | |
| dc.identifier.uri | https://scholar.mzumbe.ac.tz/handle/123456789/1610 | |
| dc.language.iso | en | |
| dc.publisher | Mzumbe university | |
| dc.subject | Customer's preference | |
| dc.subject | Bottling products | |
| dc.subject | Customers purchase decision | |
| dc.subject | Social Factors | |
| dc.title | Factors influencing customer purchase decision of Nyanza bottling company (NBCL) products in Mwanza City. | |
| dc.type | Thesis |