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This study explores different factors on how brand preference contributes to the growth of the firm’s in sales volume of the soft drinks industry in Tanzania. Coca – Cola kwanza Ltd was the case study area for this study with unit of analysis being Coca – Cola Kwanza Bottlers Limited (CCK) Brand managers, Distributors, Advertisers, and Consumers.
As it is believed that, brand preference is a contributing factors of the growth of the firm’s sales volume; the study tried to find out the factors that influence a consumer to opt for one product rather than another product of similar value. The study then, seeks to understand this scenario by asking different questions; first was to understand the meaning, context and extent of the term brand, its parameters and implication to sales volume. Further; how effective brands get a customer to buy a specific product.
Understanding possible causes of brand preference of Coca – Cola products through different techniques of data collection were applied ranging from primary to secondary data. For primary data; observation was applied mainly premises observation whereas; 100 outlets were put under scrutiny by comprehensive observation. It further included interview and questionnaires which included Distributors, Coca Cola Kwanza Brand managers, Advertisers and Consumers. Different documents were reviewed for this purpose cutting across from budget to spending.
The study adopted a descriptive research design to identify how brand preference contribute to the firm’s sales volume and a sample size of 60, total composed by 15 Advertising agents of Coca Cola Kwanza Ltd, 15 Brand managers of the company, 15 Consumers of the Company’s products, 15 Distributors of the Company’s products, using a simple random sampling since the population for the purpose of this study was regarded as homogeneous. The study collected both primary and secondary data using semi-structured questionnaire and review of empirical and theoretical literatures respectively. These instruments were pilot tested for reliability checks. |
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