factor affecting brand preference of beer in Kisii and Suneka sub Sub-Counties
| Institution | Kimathi Institute of Technology |
| Course | Hospitality and tour... |
| Year | 3rd Year |
| Semester | Unknown |
| Posted By | MAKORI KERECHA |
| File Type | docx |
| Pages | |
| File Size | 263.21 KB |
| Views | 794 |
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Description
This study was conducted with an objective of identifying factor affecting brand preference of beer in Kisii and Suneka sub Sub-County. It conceptualized and adopts six dimensions of preference affecting variable: product quality, price, promotion, distribution, reference group influence and emotional benefit and the relationships between, brand preferences. The study employed both descriptive and explanatory research designs. Convenience & judgmental non probability sampling methods was used. Data were collected from primary sources through questionnaire.
Accordingly, the Primary data was collected from 384 respondents, out of which 367 valid questionnaires was collected and analyzed through both descriptive and explanatory methods .The descriptive analysis was conducted by using mean and standard deviation. On the other hand, explanatory analysis was conducted by using Pearson correlation and linear regression method. The result revealed that five of the explanatory variables have significant positive effect on brand preference for the product. Whereas price has significantly negative effect on brand prefers of beer. In addition, Promotion has the highest effect as compared to other explanatory variables and followed by product quality. But the effect of price had statistically significant effect on brand preference and inversely proportional to each other. Based on the findings, the researcher recommends that management of the company has to focus on company’s promotional mix, produce product with consistency quality and product distribution.
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ABSTRACT
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How does digital visitor counter works
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38 Pages
1245 Views
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410.06 KB
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ABSTRACT
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46 Pages
1016 Views
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387.5 KB
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ABSTRACT
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28 Pages
1176 Views
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286.53 KB
TEST: COLLEGE PAST PAPER 1
Institution: Kimathi Institute of Technology
Year: 2020/2021
Semester: 1st Semester
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EXECUTIVE SUMMARY
CHAPTER ONE
Chapter one contains the business describes whereby you describe the nature and management structure of the business, the owners background, the business name, the business location and address, form of ownership, type of business, products and services offered, justification of opportunity, the industry, primary and secondary objectives of the business and the entry and growth strategy.
CHAPTER TWO
Chapter two contains the following; marketing plan and it holds the type of customers, the market share or size, the competition level with others carrying out the same business, a swot analysis table, promotion and advertisement, methods of advertisement, the pricing strategy, the sales tactics and the distribution strategy.
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CHAPTER FOUR
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EXECUTIVE SUMMARY
CHAPTER ONE
Chapter one contains the business describes whereby you describe the nature and management structure of the business, the owners background, the business name, the business location and address, form of ownership, type of business, products and services offered, justification of opportunity, the industry, primary and secondary objectives of the business and the entry and growth strategy.
CHAPTER TWO
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CHAPTER THREEE
Chapter three contains the organization plan whereby you describe the management team and draw the organization chart, describe the qualities of the manager and the assistant manager, recruitment, training and promotion, you describe the remuneration policy and the incentives, the license, permit and by-laws and the support services offered.
CHAPTER FOUR
Chapter four contains the product operation plan that holds the production facilities and capacity, business layout, production strategy, production process, the regulations affecting the operation- health regulations, safety regulations and environmental regulation process.
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1053 Views
0 Downloads
392.44 KB