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This study focuses on examining factors influencing brand choice and consumptions behaviour of beer beverages products from Tanzania Breweries Ltd (TBL). The study was carried out in Ilemela Municipality Mwanza City.This study involved the use of a survey, administered either in written form or in oral form, to quantify, describe, or characterize an individual or concept.
Non probability sampling was used which based on convenience sampling where subjects was selected based on their convenient accessibility and proximity to the researcher. Primary data was collected through questionnaires, interview and observations. Secondary data was gathered through consulting documented information’s from marketing reports and articles from Tanzania
Breweries Ltd Mwanza Plant. The study involved the combination of qualitative and quantitative data where primary data from questionnaires and interview was analysed using Statistical Package for Social Science (SPSS). Descriptive analysis was done and data presented in tables and charts. Findings revealed that there is a relationship between price, taste, packaging and labelling, alcohol content, firm image, advertisements and brand choice and consumption behaviour in beer market. The study also revealed the relationship between perceived health benefits and emotional benefits and brand choice and consumption behaviour.
The researcher recommended that Brewing companies should put enough attention on price, taste, alcohol content, packaging and labeling, firm image and advertisements from the manufacturing processes and in the preparation and implementation of marketing plans and strategies in order to ensure that all those aspects are promoted well for better marketing competition. |
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