Published March 3, 2024 | Version v1
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Exploring the Role Of Promotional Strategies On Product Brand Loyalty: A Focus On Carbornated Soft Drinks Consumers In Kenya and India

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Kenya and India share common fact that its citizens are regular consumers of soft carbonated drinks. Whereas many studies have attributed the loyalty to specific brands to soft drinks consumptions, few have focused on promotion undertaken by the players in the soft drink sector. This paper seeks to establish whether firms who market soft drinks are justified to make huge budgetary allocations to promote soft drinks by creating brand loyal customers. Soft drinks market segment like all other FMCGs is a highly competitive market. As a result to remain competitive the players appeal to their customers by continuously adjusting their marketing mix components. Promotion is such important element that communicates a products’ Unique Selling Points (USP). This study focused on brand loyalty among soft drinks Consumers both in Kenya and Kerala (India). The sample population was drawn from students in three public universities in Kenya; Nairobi, Maseno and Moi universities to represent the youth consumers. In Kerala state, Universities of Kerala, Cochin and Calicut were sampled. From the ascertained member of students 1.2% of the whole population was drawn. A total of 478 and 925 of respondents from Kenya and India respectively was sampled. The study findings were that there is a positive and significant correlation between soft drinks consumer brand loyalty and product promotion of the soft drink. 

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