Comparative Study on Brand Loyalty in Kenya and India Consumer Softdrinks Markets
This study sought to establish and compare the loyalty characteristics among the soft drinks consumers in Kenya and India. The study locations were in Barat on University, Kenya and Mahatma Gandhi University in Kerala, India. An ex post facto survey research design was employed and the target population was young consumers who were sampled from the local universities in both countries. The study adopted incidental random sampling technique where respondents were selected based on their ease of access and willingness to respond. Questionnaire was used to collect data and descriptive statistics was employed to analyze and present the data. The study established that in India, peer group are more powerful in influencing potential consumers to take soft drinks while in Kenya parents perform a crucial role.
