Influence of Product Familiarity on Consumer Preference of Soft Drinks in Coca Cola Beverages Africa in Nakuru East Sub-County Kenya
Authors/Creators
- 1. School of Business, Jomo Kenyatta University of Agriculture and Technology
Description
Coca cola beverages Africa faces the problem of identifying the brands of the company that are less consumed and the reasons why sales fluctuate in different sales periods. This study investigated the influence of product familiarity on consumer preference of soft drinks in coca cola beverages Africa in Nakuru East Sub-county, Kenya. The study adopted cross sectional survey research design. The study targeted the customers of soft drinks in retail outlets. The study sampled 384 customers. Further a research questionnaire was used as the primary data collection instrument. Data was collected using drop and pick method. The collected data was analysed using Statistical Package for Social Sciences (SPSS). The data was examined using both descriptive and inferential statistics. Findings from the study indicated that product familiarity significantly accounted for 27.5% of the total variation in consumer preferences of soft drinks in Coca Cola beverages Africa. The study concluded that product familiarity has significant influence on consumer preference of soft drinks in coca-cola beverages Africa in Nakuru East Sub-county Kenya. The study recommended that the company should pay attention to product branding as well as improving product familiarity to ensure that consumers are aware of the product existence.
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References
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