ISSN 2736-1721
Global Journal of Business Management ISSN 6731-4538 Vol. 2 (6), pp. 001-008, June, 2008. © International Scholars Journals
Full Length Research Paper
Measuring the determinants of brand preference in a dairy product market
Denford Chimboza1 and Edward Mutandwa2*
1Project Officer, World Vision, Chivi Area Development Program, Stand no. 1050 Eastlea, Zvishavane, Zimbabwe.
2Agro-economics Lecturer, Department of Agricullture, Bindura University of Science Education, P Bag 1020, Bindura, Zimbabwe.
Accepted 19 April, 2008
Abstract
Branding is increasingly being used as a strategy for managing markets in developed countries while developing countries still lag behind. The objective of this study was to assess the level of brand awareness and factors underlying brand preference of dairy brands in Chitungwiza and Harare urban markets in Zimbabwe. A total of 90 respondents who included individual and institutional consumers were selected using judgmental and simple random sampling respectively. Primary data was collected using structured interview schedules developed for each category of consumers. Consumer product awareness indices, cluster analysis and factor analysis were the main tools used in the analysis. The findings of the study showed that 52% of the respondent consumers were aware of ARDA dairy brands despite having come across few ARDA DDP advertisements. Four factors were identified as key determinants of dairy product choice namely promotion, price and availability of product, attractive packaging and product quality. There is need for agricultural marketers to incorporate these findings in the formulation of responsive marketing strategies.
Key words: Brand awareness, brand preference, urban, dairy products, Zimbabwe.