dc.contributor.author | Mise, Jairo Kirwa | |
dc.contributor.author | Nair, Chandrasekeran | |
dc.contributor.author | Odera, Odhiambo | |
dc.contributor.author | Ogutu, Martin | |
dc.date.accessioned | 2013-05-09T08:41:42Z | |
dc.date.available | 2013-05-09T08:41:42Z | |
dc.date.issued | 2013 | |
dc.identifier.citation | International Journal of Business Mamangement.Eco.Res., Vol 4(2),2013,706-713 | en |
dc.identifier.issn | 2229-6247 | |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/20651 | |
dc.description.abstract | The main purpose of the study was to establish the key factors that influence brand loyalty among soft drink
consumers in the Kenyan and Indian markets. The study was carried out between January 2012 and October 2012. The target group was majorly youth consumers who were sampled from local universities in both countries.
The study established that in India, peer group are more powerful in influencing potential consumers to take soft
drinks while in Kenyan parents play a crucial role. More importantly too, it was established that of the six variables
studied, promotion is the strongest influencing factor among Kenyan soft drinks consumers while in India, brand
quality matters most. | en |
dc.description.sponsorship | Full Text | en |
dc.language.iso | en | en |
dc.subject | Brand loyalty | en |
dc.subject | Soft drinks | en |
dc.subject | Consumers | en |
dc.title | Factors Influencing Brand Loyalty of Soft Drink Consumers in Kenya and India | en |
dc.type | Article | en |
local.publisher | School of Business, University of Nairobi | en |