Record Details

Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers

Asian Journal of Business and Management

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Field Value
 
Title Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers
 
Creator Odera, Odhiambo
 
Subject Brand loyalty
soft drinks
consumer
 
Description This study sought to establish and compare the loyalty characteristics among the soft drinks consumers in Kenya and India. Kenya is a leading economic hub in Eastern Africa while India remains a powerful economic player in Asia with its large population that offers considerable scope for additional geographic penetration. 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 Kenya parents play a crucial role. The study is useful both to marketing policy makers in the soft drinks industry and to marketing scholars in getting an insight of transnational consumer behaviour.
 
Publisher Asian Online Journals
 
Date 2013-05-07
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://ajouronline.com/index.php/AJBM/article/view/152
 
Source Asian Journal of Business and Management; Vol. 1 No. 1 (2013): April 2013
2321-2802
 
Language eng
 
Relation https://ajouronline.com/index.php/AJBM/article/view/152/113