Perceived Quality and Competitive Advantage in Beer Products In Kabale District, South Western Uganda
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Perceived quality is customer perception to the overall quality or superiority of a product or service with the intent to expect respect. Perceived Quality ensures the organisation defines and delivers the requisite levels of satisfaction desired by their various target customer segments. Competitive advantage has been approached by looking at the external environment of the firm that is how the economic power of firms can be used to create competitive position in an industry. This study focuses on Resource Based View a model that provides a framework for identifying unique set of resources and this perspective shifts the approach of assessing competitive advantage from the external to the internal environment that is the resource power. This study, therefore, set out to determine the effect of perceived quality on competitive advantage in beer products in Kabale district. The specific objective of the study was to (i) To determine the effect of perceived quality on competitive advantage in alcoholic beer products in Kabale district. The study used a descriptive survey research design. The target population was 1783 including wholesalers, retailers, customers and brand and marketing managers of Nile Special Lager, Eagle Lager, Senator Extra Lager, club and Bell beer products in the District of Kabale, South Western Uganda. Multistage sampling techniques were used in this study. Simple random sampling technique was used to select alcoholic beer products and producers. Purposive sampling technique was adopted to sample shopping center to collect consumer information. Shopping centers were selected based on a marketing investigation. Primary data were used and collected using questionnaires. The descriptive analysis involving computing the mean, standard deviation, skewness, and kurtosis of percieved quality and competitive advantage variables was conducted. The inferential analysis was conducted using multiple regression analysis and the t-statistic and the p-value were adopted to test the hypotheses of the study. The study used the Statistical Package for Social Sciences (SPSS) as a tool to process and analyse data. The study found out that perceived quality has positive effect on competitive advantage in alcoholic beer products in Kabale district, South Western Uganda, at the 5% percent significance level. The study concludes that producers of high quality beer brands have a competitive edge over those that produce poor quality beer products. The researcher recommends that beer brand Managers of EABL and UBL must position their beer brands in Kabale district to target customers through: attributes such as high quality, high prestige; functional and emotional benefits.