Brand Loyalty and Competitive advantage a case of beer products in Kabale District, Uganda.
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Date
2019
Authors
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Publisher
International Journal of Recent Advances in Multidisciplinary Research
Abstract
Brand Loyalty is regarded as a very important concept in business because business organizations can
use it to gain competitive advantage. 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 o f brand loyalty on competitive advantage
in beer products in Kabale district. The specific objective of the study was to (i) To determine the
effect of brand loyalty 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 the brand
Loyalty 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 findings indicate that brand loyalty has significant positive effect on
competitive advantage among alcoholic beer products and producers in Kabale district, South Western
Uganda at the 5% percent significance level.The results of the regression model on the effect of brand
loyalty on competitive advantage among alcoholic beer products and producers in Kabale district,
South Western Uganda indicate that brand loyalty has significant positive effect on competitive. The
study concludes that brand loyalty significantly affects the level of competitive advantage in beer
brands in Kabale district. The study recommends that beer producers and marketers should put in
more commitment in the area of brand loyalty in order that consumers are loyal to its beer products
and thus increase their competitive advantage.
Description
Keywords
Brand Loy alty , Competitive Advantage, Beer Products.