Abstract: Identifying the consumer target is important because different consumers may have different brand knowledge structures and thus different perceptions and preferences for the brand. Without this understanding, it may be difficult for marketers to say which brand associations should be strongly held, favorable, and unique. The purpose of the study was to assess the effect of brand image on consumer buying behavior among soft drinks processing firms in Tanzania using a case study of Azam Soft Drinks Company. Azam Soft Drink Company was selected for this study because it is one of the largest soft drinks processing company in Tanzania with the highest consumer base. The research design used was descripto-explanatory which allowed a detailed description and analysis of the variables under study; describing and presenting their characteristics and explaining their relationships without manipulation. The target population comprised of 384 respondents from Dar-es-Salaam region. The study adopted questionnaires as the primary data collection method. The collected data was coded as per the study objectives. Data was analyzed using frequency distributions, percentages, mean, standard deviation and correlation. According to the study findings, brand image influenced consumer buying behavior at Azam Soft Drink Company. Brand loyalty had weak correlation with consumer buying behavior. The study further revealed that brand awareness, perceived quality and association had positive influence on consumer buying behavior. The study concludes that to a great extent brand image positively affects consumer buying behavior at Azam Soft Drinks Company. The study recommends that, Azam Soft Drink Company needs to ensure that they consistently maintain and improve their brand identity so it can be easily for a consumer to recognize and opt to use it. Furthermore, despite the subjective nature of perceived quality, soft drinks companies still need to ensure they conduct adequate research on product development so as to discover new features and add value to their products so as not only sustain but exceed the expectations of what their consumers deem to be of a high quality in order to influence more purchasing decision among customers in every corner of the country.
Keywords: Brand Awareness, Brand Loyalty, Brand Association, Perceived Product Quality, Consumer Buying Behaviour.
Title: EFFECT OF BRAND IMAGE ON CONSUMER BUYING BEHAVIOUR AMONG SOFT DRINKS PROCESSING FIRMS IN TANZANIA; A CASE OF AZAM SOFT DRINKS COMPANY
Author: Eunice Frank Nyange, Dr. Samuel Obino Mokaya
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Research Publish Journals
