Comparative Study on Brand Loyalty in Kenya and India Consumer Softdrinks Markets

1
Odhiambo Odera
Odhiambo Odera
2
Dr. Jairo Kirwa Mise
Dr. Jairo Kirwa Mise
3
Prof .Chandrasekeran Nair
Prof .Chandrasekeran Nair
4
Prof .Martin Ogutu
Prof .Martin Ogutu
1 Masinde Muliro University of Science and Technology, Kenya.

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GJMBR Volume 13 Issue E3

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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.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

Odhiambo Odera. 2013. \u201cComparative Study on Brand Loyalty in Kenya and India Consumer Softdrinks Markets\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 13 (GJMBR Volume 13 Issue E3): .

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GJMBR Volume 13 Issue E3
Pg. 23- 27
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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March 15, 2013

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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.

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Comparative Study on Brand Loyalty in Kenya and India Consumer Softdrinks Markets

Dr. Jairo Kirwa Mise
Dr. Jairo Kirwa Mise
Prof .Chandrasekeran Nair
Prof .Chandrasekeran Nair
Odhiambo Odera
Odhiambo Odera Masinde Muliro University of Science and Technology, Kenya.
Prof .Martin Ogutu
Prof .Martin Ogutu

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