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- W2111721844 abstract "Soft drink', refers to any of a class of non alcoholic beverages, usually but not necessarily carbonated, normally containing a natural or artificial sweetening agent, edible acids, natural or artificial flavors, and sometimes juice. The term was originated to distinguish the flavored drinks from hard liquor, or spirits. Marketing of carbonated soft drinks dates back to 17th century to imitate the popular and naturally effervescent waters of famous springs, with primary interest in their reputed therapeutic values. Since then we have many diverse brands from different producers. Buyers tend to be brand loyal to certain brands and others are indifferent. Although some consumers are said to be totally brand loyal, others are spuriously loyal, and others are quite indifferent in their purchase behavior. Whereas most of the studies have occurred in developed countries, little has been done in underdeveloped and developing nations. Therefore, this study sought to establish and compare the loyalty characteristics among the soft drinks consumers in Kenya and India. Kenya is a leading economic hub in Eastern Africa while India remains a powerful economic player in Asia with its large population that offers considerable scope for additional geographic penetration. 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 Kenya parents play a crucial role. The study is useful both to marketing policy makers in the soft drinks industry and to marketing scholars in getting an insight of trans national consumer behaviour." @default.
- W2111721844 created "2016-06-24" @default.
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- W2111721844 date "2013-01-01" @default.
- W2111721844 modified "2023-09-24" @default.
- W2111721844 title "A Comparative Study on Brand Loyalty in Global Softdrinks Markets: Case of Kenya and India Consumers" @default.
- W2111721844 hasPublicationYear "2013" @default.
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