Table 1 - uploaded by K S Chandrasekar
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This study sought to establish and compare the loyalty characteristics among the soft drinks consumers in Kenya and India. The study locations were in Barat on University, Kenya and Mahatma Gandhi University in Kerala, India. An ex post facto survey research design was employed and the target population was young consumers who were sampled from the...
Context in source publication
Context 1
... participants who were consumers of soft drinks in the two countries were asked to indicate the brands that they mostly use. From the results in Table 1, it is evident that Cocacola and Fanta brands are the most popular in Kenyan Market at 46% and 23 % respectively. In Indian market, it was established that Sprite topped at 43 % followed by Mirinda at 26 %. ...
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The present research analyzes the relationship between advertising and the dimensions of brand equity, from the perspective of the consumers of soft drinks in the city of Salvador, BA, in Brazil. Two constructs related to advertising were analyzed, perception of effort and attitude, and their relationship with the dimensions of brand equity: awaren...
Citations
... Soft drink refers to non-alcoholic beverages, generally but not always carbonated, generally including a natural or artificial sweetening agent, edible acids, natural or artificial flavors, and occasionally juice (Hassan & Emifoniye, 2018;Mise et al., 2013). Soft drinks are among the most well-known beverages, particularly among the younger generation, and are widely available in today's market (Chaudhary, 2018). ...
... Consumers respond to a brand because they want to participate in the image of that brand (Palmer, 2010;Ashley & Tuten, 2015;Freling & Forbes, 2005;Aaker, 2012). Mise et al. (2013) tried to compare the loyalty characteristics among soft drinks consumers in Kenya and India. They also indicated that the peer or reference group played a vital role in influencing potential soft drinks markets in India, whereas parents Business and Economic Research ISSN 2162-4860 2022 played a crucial role in Kenya. ...
The study is usually descriptive. The paper's primary purpose is to understand the componential strategies and determinants of marketing in chosen soft drinks companies. The research's approach mainly based on primary data, although the full fledge of the study bear the assessment of secondary data-the consideration of two prominent companies that have been selected judiciously. The descriptive character shapes the research to constitute a congenial appropriation of analysis. Found that, the kind and other characteristics connected to the regional consumer quality are evaluated for developing the strategy. The companies should decrease pricing to balance the price and qualities of beverages with manufacturing alcohol-free soft drinks since most consumers are cautious about their health. The companies need to comply with stringent water quality requirements to allow dissolved solids, alkalinity and chlorides.
... Promotion particularly in sort of a well-targeted publicity not only create less price sensitive however also create loyal to the brand, what is more, it changes the information, behavior, and perspective of customers towards the brand. (Mise, Nair, Odera, & Ogutu, 2013). Hence, the hypothesis is: H4: There's a relationship between promotion and brand loyalty ...
... Definition of branding changes over time. Scholars assert that there exist about 200 different definitions of brand in literature (Candan, Unal, & Ercis, 2013;Mise, Nair, Odera, & Ogutu, 2013). The highused for milk branding in Nigeria. ...
Product Branding is the process of inculcating unique values to a product in order to differentiate it from competing products. Components that differentiate products include: Name, Logo, Intellect, Culture and Values. This paper examines some western theorised Product Branding components and presents the understanding of these components from a Nigerian perspective. Social theory was used for the review of literature on Product Branding components, and in exploring the components’ systemic relationships that promised values to stakeholders. Content Analysis was employed in examining the theories of Branding and the extent to which it could be applied in the Nigerian Milk industry. This study reveals that a brand’s success largely depends on the extent of artistic selection of Product Branding components and the extent to which those components’ interaction produces values for stakeholders. The study concludes that Brand Name, Brand Logo, Brand Intellect, and Brand Culture are components that exude values to milk brands in Nigeria.
