The Impact of Perceived Quality on Brand Choice: the Case of Soft Drinks (Sodas)

Abstract

The study sought to investigate the impact that perceived quality has on choice of various soft drinks (sodas) brands. The study was conducted between June and September 2001. The sampling frame comprised of middle-income estates selected using the model described in Chapter three. Five estates were selected using simple random sample and respondents (24 from each estate) were selected either systematically or judgmentally depending on the arrangement f housing in the estates. The underlying premise was that some firms pursue quality along lines that consumers do not consider important. This is because of the clamor for attainment of quality standards (a proof of objective quality) as opposed to winning consumers perception of quality of their brands. Given this scenario, the need to enhance the perception of quality for any firm's brands by its target market cannot be overemphasized. The study had the following objectives: (1) To determine the factors that are considered important in the perception of quality of soft drinks by consumers. (2) To determine the influence of perceived quality on the choice of various soft drink brands. Primary data was collected using questionnaire comprising three parts. Data collected was analyzed using descriptive statistics (tables and percentages) for parts I & II. For part III, data was analyzed using factor analysis. An SPSS 9.0 package for windows was used. The study found out that consumers not only value quality but they value their perception of quality in the choice of various soft drink brands. The study also found out that several factors are considered important in the perception of quality of various soft drinks (sodas). Among the most important factors identified were: (1) Information ab~ut the brand and uniqueness of the brand. (2) Brand performance and company responsibility. (v) (3) Company's commitment to the brand. (4) Brand appearance in the market to consumers. (5) Value delivered by the brand and its quality. (6) Usage of the soft drink. (7) Size and flavour of the soft drink. (8) The aroma of the soft drink. The author recommends that firms need to cultivate quality along the lines that consumers perceive to be important. Achieving quality goals means nothing if they are not in line with what consumers consider in judging/perceiving quality. The author also recommends that firms need to consider the above factors and test them against their soft drink brands if they hope to win the attention of their consumers. Only by doing so will they remain relevant to the consumers. They will have the assurance from the consumers that is needed to thrive and beat competition.