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This research study examined influence of soft drinks branding on consumers’
buying decision the case of NBCL in Mwanza city –Tanzania and later the study
recommends appropriate measure to be taken by NBCL and other companies to
improve on brands influence to their products. This report comprises five chapters.
Where chapter one presents background to the studied problem, justification for
study and research objectives. Chapter two gives reviewed of literature and
conceptual framework for this study. Chapter three presents methodology, chapter
four analyzed findings and five summarizes, concludes and gives out
recommendations.
Study included 150 respondents. In this sample size of 50 respondents from inside of
the company and another 100 were consumers of the company’s products from
outside the company. The data were collected through interview and questionnaires
The study, findings revealed that; nature of branding at NBCL is done or created
basing on two things. At NBCL local products like juices (Fruitree) they have been
branded locally while those products which were fallen under Coca-Cola brand, the
need for brand was proposed first to Core brand owner (Coca-Cola International) for
approval. In most cases the approved brand should be in association with the
existing brands under the core brand. Also, buying decisions of consumers on
NBCL’s soft drinks were influenced by factors like brand loyalty, products’
packaging, promotion, wide distribution coverage, reliability in quality of the
products, standards which carter for health security and safety and weaknesses
available in other brands.
The researcher recommends that NBCL to increase speed number of times for
promoting their brands as other companies’ brands have been promoted so as
discourage consumers not to switch on other brands. In addition, NBCL and other
companies dealing with soft drinks to continuing research on consumers’ black
boxes (minds) as now days consumers’ brains change very quickly to or from the
decisions to buy. |
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