ST.

AUGUSTINE UNIVERSITY OF TANZANIA

Faculty of Social Sciences and Communication

Influence of Brand Image on Consumer Buying Behaviour: A Case of

Nyanza Bottling Company Limited Brands, Nyamagana District- Mwanza.

A Research Report in Partial Fulfilment for the Award of Bachelor of Arts in Public

Relations and Marketing Submitted to the Department of Public Relations and Advertising

Kiwango, Glory C.

BAPRM 54188

April, 2018

i
 DECLARATION

I Kiwango Glory C hereby declare about this research report titled “Influence of Brand Image

on Consumer Buying Behaviour: A Case of Nyanza Bottling Company Limited Brands,

Nyamagana District- Mwanza” that it is a work of my own. It was not copied from any source

and information written in it is correct as obtained from the field.

Researchers’ name; Kiwango Glory C

Signature……………………………………

Date………………………………………...

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 CERTIFICATION

I, under signed, certify that I have read and hereby recommend for acceptance by the St.

Augustine University of Tanzania, a dissertation entitled “Influence of Brand Image on

Consumer Buying Behaviour: A Case of Nyanza Bottling Company Limited Brands,

Nyamagana District- Mwanza” in a partial fulfilment of the requirement for the award of

bachelor degree in Public Relations and Marketing.

Supervisors’ name; Ms. Aneth Nkeni

Signature………………………………….

Date……………………………………….

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 COPYRIGHT

All rights reserved and materials protected under the author and Saint Augustine University of

Tanzania, under the copyright Act 2008. No part of this research should be photocopied, typed,

printed, recorded or duplicated without the consent from the owner and permission from the

Saint Augustine University of Tanzania.

Copyright©2018

All rights reserved

iii
 DEDICATION

I dedicate this work to my beloved mother Elizabeth Macha and Aunt Paulina Kiwango through

their love and support they became an inspiration to me. May God bless and grant them many

years ahead.

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 ACKNOWLEDGEMENT

Above all, I am thankful to the almighty God who enabled me to achieve this academic level

by giving me strength and the perseverance needed to accomplish this work. I would like to

express my deepest appreciation to all those who provided me the possibility to complete this

research. May God bless you all abundantly.

I would like to express my deepest appreciation to all those who provided me the possibility to

complete this research. A special gratitude I give to my supervisor Ms. Aneth Nkeni who have

invested her full efforts in guiding me in achieving the goal, contribution in stimulating

suggestions and encouragement helped me to coordinate my research.

Furthermore, I would like to acknowledge with much appreciation the crucial role of the Head

of Public Relations and Advertising department who gave the permission to use all required

equipment and the necessary material to complete this research and all Public Relations and

Marketing teaching staffs.

Lastly, many thanks go to my friends who helped me to accomplish this study and assemble

the parts and gave suggestion about the study.

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 LIST OF ABBREVIATIONS

NBCL-Nyanza Bottling Company Limited.

TCCC-The Coca Cola Company.

CMG-Clouds Media Group.

PET- Polyethylene Terephthalate

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 TABLE OF CONTENTS
DECLARATION ..................................................................................................................................... i
CERTIFICATION .................................................................................................................................. ii
COPYRIGHT ......................................................................................................................................... iii
DEDICATION ....................................................................................................................................... iv
ACKNOWLEDGEMENT ...................................................................................................................... v
LIST OF ABBREVIATIONS ................................................................................................................ vi
ABSTRACT............................................................................................................................................ x
TABLE OF CONTENTS ...................................................................................................................... vii
CHAPTER ONE ..................................................................................................................................... 1
Background of the study ......................................................................................................................... 1
1.1 Introduction................................................................................................................................... 1
1.2 Background of the study................................................................................................................ 1
1.2.1 Brand Image............................................................................................................................... 1
1.2.2 Brand Image and Consumer Buying Behaviour ........................................................................ 4
1.2.3 About Coca Cola company ........................................................................................................ 6
1.2.3.1 Mission .................................................................................................................................... 6
1.2.3.2 Vision ...................................................................................................................................... 7
1.3 Significance of the study ............................................................................................................... 7
1.4 Statement of the problem............................................................................................................... 7
1.5 Objectives of the study .................................................................................................................. 9
1.5.1Main objective............................................................................................................................. 9
1.5.2 Specific objectives ...................................................................................................................... 9
1.6 Research questions........................................................................................................................ 9
1.7 Delimitation of the study ............................................................................................................... 9
1.8 Limitation of the study ................................................................................................................ 10
1.9 Definition of the key terms .......................................................................................................... 10
2.0 Conclusion .................................................................................................................................. 10
CHAPTER TWO .................................................................................................................................. 11
Literature Review.................................................................................................................................. 11
2.1 Introduction................................................................................................................................. 11
2.2. Review of Related Literature...................................................................................................... 11
2.2.1 Concept of brand image ........................................................................................................... 11
2.2.2 Concept of Consumer buying behaviour .................................................................................. 12

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 2.2.2.1 Types of purchasing/buying behavior ................................................................................... 13
2.2.2.2 Factors affecting/influencing purchasing behavior .............................................................. 14
2.2.2.3 Purchasing decision process ................................................................................................. 15
2.2.2.4 Consumer Buying Decision process ..................................................................................... 16
2.2.2.5 Approaches of consumer behaviour ...................................................................................... 16
2.2.3 Relationship between brand image and consumer buying behaviour...................................... 17
2.3 Empirical review studies ............................................................................................................. 18
2.4 Theoretical framework ................................................................................................................ 20
2.5 Research Gap .............................................................................................................................. 20
2.6 Conclusion .................................................................................................................................. 21
CHAPTER THREE .............................................................................................................................. 22
Research Methodology ......................................................................................................................... 22
3.1 Introduction................................................................................................................................. 22
3.2 Research approach ..................................................................................................................... 22
3.3 Research design .......................................................................................................................... 22
3.4.1 Location ................................................................................................................................... 23
3.4.2 Population ................................................................................................................................ 23
3.5.2 Sample size ............................................................................................................................... 23
3.5.1 Sampling techniques ................................................................................................................ 24
3.6 Data collection and techniques ................................................................................................... 25
3.6.1 Semi-structured interview ........................................................................................................ 25
3.7 Data processing, Analysis, Interpretation and presentation strategies ...................................... 26
3.8 Conclusion .................................................................................................................................. 26
CHAPTER FOUR................................................................................................................................. 27
Data Analysis and Presentation ............................................................................................................ 27
4.1 Introduction................................................................................................................................. 27
4.2 Data analysis .............................................................................................................................. 27
4.4 conclusion ................................................................................................................................... 31
CHAPTER FIVE .................................................................................................................................. 32
5.0 Discussions, Conclusion and Recommendations ............................................................................ 32
5.1 Introduction................................................................................................................................. 32
5.2 Discussions ................................................................................................................................. 32
5.3 conclusion ................................................................................................................................... 37
5.4 Recommendations ....................................................................................................................... 37

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Appendix I:Interview Schedule for customers of NBCL product at Malimbe in Nyamagana District-
Mwanza ............................................................................................................................................. 40
Appendix II: Interview schedule for employees in Marketing Department at NBCL in Ilemela
District-Mwanza ............................................................................................................................... 41
REFERENCE .................................................................................................................................... 38

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 ABSTRACT

This study surveyed on Influence of Brand Image on Consumer Buying Behaviour. This study

was done because none of reviewed previous researchers investigated Influence of Brand

Image on Consumer Buying Behaviour. The study intended to find out whether or not brand

image influences customers at Nyamagana district- Mwanza to purchase NBCL brands, to

assess the extent to which brand image affects consumers at Nyamagana district- Mwanza from

purchasing NBCL brands and to analyse opinions of consumers at Nyamagana district-

Mwanza towards NBCL brands. The study was guided by Brand equity theory established by

Graeff by the year 1996.

In research methodology the researcher used qualitative research approach and case study

research design was used. A sample of 30 informants was obtained through convenience,

purposive and cluster sampling technique. The Data were collected through semi-structured

interviews and were analysed through thematically.

General findings show that brand image greatly influences consumer buying behaviour in

Nyamagana-Mwanza. Therefore, this study relates with brand equity theory established by

Graeff by the year 1996. Therefore, the researcher concluded that, brand image greatly

influences consumer buying behaviour in Nyamagana-Mwanza. This is because, through

Brand image consumers tend to be motivated and generate interests to make purchase over a

certain brand or product.

Furthermore, the researcher recommended that, future researchers when conducting the same

study or related studies, have to accomplish the gap which have not yet covered by the first

researcher maybe due to some obstacles like time and financial support.

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 CHAPTER ONE

Background of the study

1.1 Introduction

This chapter providing the background of the study, statement of the problem, general and

specific objectives and finally definition of the key terms.

1.2 Background of the study

1.2.1 Brand Image

Oliver (2010) defines brand image as the current view of the customers about a brand. It may

also be defined as a unique bundle of associations within the minds of target customers. It

signifies what the brand presently stands for. It is a set of beliefs held about a specific brand.

In short, it is nothing but the consumers’ perception about the product. A brand is differed from

other brands and it is easily recognized by customers. As a result, customers are ready to pay

extra money for the branded items (C. Pullig, 2008).

According to Winarso (2012), brand image is also regarded as a description of the offer of the

company which include the symbolic meaning associated customers through specific attribute

of the products or services. Riezebos (2003) defines brand image as a subjective mental picture

of aa brand shared by a group of consumers. The brand image is constructed through

advertising, word-of-mouth, reference groups, celebrities, and media (R. Mihalcea & I. Catoiu

2008).

M. Delong (2004), argues that, the purchase decision can be stimulated by the knowledge about

brand and customers tend to rely on the brand image they know already. Thus, marketers have

an initial goal to construct the brand image that would entice consumers to purchase that

particular brand. Creating a specific meaning of the brand through media, celebrities and

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reference groups encourage customers to deem themselves as a part of the same cultural

environment as well as a certain social group (A. Muniz and T. O’Guinn,2001).

The brand image can be explained as how the customers perceive the brand. It is the key of

how consumers make their choices after gathering information about the particular brand and

the alternatives (Ataman & Ülengin, 2003).

Marketing Communication

Consumption experience
Brand Image

Social Influence

The process of inductive inference on brand image (Riezebos, 2003, p.66)

The figure above describes how brand image is formed through three different inductive

processes: marketing communication, consumption experience and social influence. This

model is used since it allows the researches to sort the communicated brand identity variables

accordingly to the way it reaches the consumer and influences its brand image. They are further

explained below individually;

Marketing Communication; the marketing communication is that an organization can fully

control; this is one way of how they express and implement their brand identity. Advertising

gives a company the possibility to modify the consumers brand image and steer it in the

direction to the brand identity. This is done in order for the brand identity and brand image to

be as congruent as possible (Riezebos, 2003). It is also highly important that the intended

message from the company is understood by the consumer, which would affect the image

(Baker & Hart,2008).

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The influences of marketing communication are hard to change when established, as the first

impression tends to stick. Therefore, much emphasis should be put on how it should be formed,

in order to make the best possible impact on the consumer (Riezebos, 2003). The organization

needs to take noise into consideration as well, which is the surrounding distractions such as

competitors advertisements (Blythe, 2006).

The advertisement need to stand out to decrease the level of noise as much as possible, in order

for the companies to reach the intended consumer range. According to Ghodeswar (2008), this

can be done with a creative advertising campaign that stands out from the competition.

Preferably, consumers should have been exposed to the marketing prior to the consumption

experiences and before

people in their surrounding have shared their opinion (Riezebos, 2003).

Consumption Experiences; Riezebos (2003) argues that, even if the marketing

communication has a strong and positive effect on the consumer, the consumption experience

still plays a vital role in the brand image forming of the customer. These two factors should not

contradict each other in order for the consumer to have a clear image of the brand since the

message which corresponds to the consumption experience would have the greatest effect on

the customer (Riezebos, 2003).

If the marketing communicated to the consumer differs from the actual consumption

experience, the image would not only be changed in the eyes of the consumer, it would be

worsened. Therefore, the marketing communication needs to be exchanged in a truthful way in

order to minimize a potential gap between the marketing and the actual experience of a

consumer.

Social Influence; Blythe (2006) asserts that, word of mouth is a powerful communication tool

which affects the consumer. It has a powerful influence due to the fact that it is a discussion

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between two or more people, where opinions are stated and is often reflected as having more

credibility than other types of communication methods (Blythe, 2006). Due to the multitude

of choices, the word of mouth can be a triggering factor for the potential customer (O’Leary &

Sheehan, 2008). The opinion expressed by others might be forwarded to the consumer and have

an impact on the brand image. Hence, social influence can affect the point of view of potential

and actual consumers in their thoughts and beliefs about a certain product, service or brand.

1.2.2 Brand Image and Consumer Buying Behaviour

According to Solomon (2011), consumer behaviour is about human responses in a commercial

world. He stated that the people consume things and also consume and buy these products

according to their needs, preferences and buying power and these can be consumable goods,

durable goods, especially goods or industrial goods.

For example, he demonstrates this, what we buy, depend on our perception, self-concept,

social and cultural background and our age and family cycle, our attitudes, beliefs values,

motivation, personality, social class and many other factors that are both internal and external

to us. While buying, we also regard as whether to buy or not to buy and, from which source or

seller to buy (Solomon, 2011).

Kotler (1977 and 2001) asserts that consumer buying behaviour is how individuals, groups and

organizations select, purchase, use and disposal of products, services, ideas or experience to

meet the consumers' demand. Buying behaviour is the decision processes and acts people

involved in buying and using products which includes social and mental process.

Acton (2005) stated that the consumer purchase behaviour is defined as "consumer buying

behaviour" which is consumed in order to meet the needs of consumers]. Purchase behaviour

has been accepted that most repeat purchase decision are done as a habit and often this range

4
of decision-making from rational to automatic is related to the degree of involvement (East et

al, 2008)

Consumer behaviour is the set of actions and processes that consumers apply at the time of

information collection, purchase, evaluation and use of products and services to meet the needs

and create the utility to (Belch, 2004). Consumer buying behaviour are decisional making

process undertaken by consumers in regard to a potential market transaction before, during and

after the purchase of product or service (Kotler & Lee, 2005).

One of the techniques that companies use in maintaining or influencing customers to purchase

their products is the maintenance of strong brand image. The brand image exists to a large

extent due to customers, in particular loyal customers - it is not only the organization that makes

up a brand (Ind, 2007). This is agreed by Randall (2000) who states that the brand is defined

by the customers’ point of view and that the brand always needs to deliver value. It is therefore

pivotal that the organization realizes the customer’s perception of its brand (Ind, 2007).

However, the brand itself is not just a product with a sign or symbol; the brand is rather an idea

that for example turns the product into something of value (Ind, 2003). It provides uniqueness,

and it is the identifiable factors that one can link to the specific brand. However, brand

awareness is created by the familiarity of the brand, meaning that the consumer should be

exposed to it repeatedly through, for example, advertisement campaigns. However, it is

important to note that a brand develops over time, and can be divided into levels of progress

(Ghodeswar, 2008). Kotler and Keller (2011) state that consumer buying behaviour is the study

of the ways of buying and disposing of goods, services, ideas or experiences by the individuals,

groups and organizations in order to satisfy their needs and wants.

Since brand image plays a potential role on consumer behaviour on purchasing a product,

therefore both brand image and consumer buying behaviour can relate through cultural factor

5
because is part of external influence that impact the consumer and consumer behaviour. Other

essential aspect is social factors and there is impact on this issue of buying behaviour of

consumers. One of the important factors is reference group, family, role and status (Kotler and

Armstrong, 2008).

1.2.3 About Coca Cola company

The Coca Cola Company (TCCC) was incorporated its first plant in Tanzania 1952 with the

mission to” inspire moment of optimism and happiness also to refresh the world by providing

them with quality and unique products from our company”. Our vision calls for us to nurture a

winning network of customers and suppliers, together we create mutual enduring value. Our

winning culture defines the attitudes and behaviours that will be required of us to make our

2020 vision reality.

The name NBCL traced its roots as a joint venture between SUMARIA and CMG group. Is

one of the largest Coca cola franchise in East Africa. NBCL in Mwanza Tanzania has grown

to become one of the leading bottlers and distributors of Coca cola product in East Africa.

CMG group collaborated the business, which has achieved and sustained 80 percent or more

of the market share in Lake Zone of Tanzania for 23 consecutive years. NBCL produces and

sell over 1.1 million glass and PET (polyethylene terephthalate) bottles of beverages and

drinking water each day. Also employs 1,100 directly and nearly 20,000 small

communities.(https://www.world coca-cola. Com).

1.2.3.1 Mission

The mission of Coca cola company is to refresh the world in mind, body and spirit. To inspire

moments of optimism and happiness through our brand and actions.

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1.2.3.2 Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business

by describing what we need to accomplish in order to continue achieving sustainable, quality

growth.

1.3 Significance of the study

This study provided full realization of the various interests that it served. The study gave

experience to the researcher on how to conduct research and added a body of knowledge about

the brand image on consumers purchasing Coca Cola products. This knowledge was important

and useful in Public relations and Marketing profession and Public relations practitioners was

activated by the findings to invest their utmost creative abilities in Marketing communication

with current image building and maintaining challenges facing their profession.

To the Public Relations and marketing future researchers, the study also helped them to gain

knowledge about the influence of brand image on consumers purchasing behavior. Again, the

study was intended to provide motivations for further studies on other un attended subject

matter on consumer behavior and provided them the knowledge and directions especially on

how brand image influences consumer buying behavior. However, the study helped the

management to identify the role and importance of image particularly on influencing

consumer buying behavior.

1.4 Statement of the problem

Brand image is developed over time through advertising campaigns with a consistent theme,

and authenticated through the consumer’s direct experience. Benson (2006) defines brand

image as the impression in the consumers or customers mind of a brands total personality.

Consumer behaviour is defined as the processes involved when individuals or groups select,

7
purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and desires

(Solomon, 2001).

Consumer buying behaviour are decisional making process undertaken by consumers in regard

to a potential market transaction before, during and after the purchase of product or service

Furthermore, decision making is cognitive process of selecting a course of action from among

multiple alternatives. Decision making is said to be a psychological contrast (Kotler & Lee,

2005).

According to Wolf (2014) companies which want to turn a profit have to effectively win over

the approval of the general publics. While some companies think that they can get by savvy

marketing and techniques to draw people to their storefronts and make a sale is enough to create

success. Wolf (2014) added that, in reality, it takes a lot more than convincing people to become

customers. Public perception is extremely important and first impressions can last forever.

Completion is very high and most consumers were turning to a company that holds a stronger

reputation for doing the right thing as opposed to one which has few episodes of some

questionable behaviour under their proverbial belt (Wolf, 2014).

However, there are lots of public concerns towards Coca cola brand, a number of concerns

have been prevailing over time. For instance, the issue of volume of the Nyanza coca cola

bottles that were being provided previously, and also some complains that coca cola drinks

contain a lot of chemicals. Thus, these kinds of concerns bring out a bad image to the company

and since various studies that have been conducted appear to have little information on the

influence of brand image towards the purchase of NBCL products, therefore, this study aims

at critically examining the influence of brand image on consumer buying behaviour of NBCL

products in Mwanza, in order to ensure maintenance of strong brand image.

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1.5 Objectives of the study

1.5.1Main objective

To analyse influence of brand image on consumer buying behaviour with specific reference to

Nyanza Bottling Company Limited Brands, Mwanza.

1.5.2 Specific objectives

i. To find out whether or not brand image influences customers at Nyamagana district-

Mwanza to purchase NBCL brands.

ii. To assess the extent to which brand image affects consumers at Nyamagana district-

Mwanza from purchasing NBCL brands

iii. To analyse opinions of consumers at Nyamagana district- Mwanza towards NBCL

brands.

1.6 Research questions

i. Do brand image influence consumers at Nyamagana district- Mwanza to purchase

NBCL brands?

ii. To what extent does brand image affects consumers at Nyamagana district- Mwanza

from purchasing NBCL brands?

iii. What are opinions of consumers at Nyamagana district- Mwanza towards NBCL

brands

1.7 Delimitation of the study

This study was conducted at Nyamagana District in Mwanza region. The researcher selected

this location because it was easy and accessible to get people who consume Coca Cola products.

9
This research was conducted at NBCL company in Ilemela and Nyamagana Districts which is

located at Mwanza city. This was taking the duration from November 2017 time of data

collection to the time when it was being submitted to the department concern.

1.8 Limitation of the study

The main limitation in this study was time. Time was a limited resource as the study comprised

a long coverage of key concepts of the problem while on the other side the researcher required

to conduct class activities out of research. This could only be solved if researchers were being

given a whole semester for conducting researches and not attending classes instead. But also

ignorance of informants, it seems that informants had no deeper understanding of research

studies as most of them contributed out of pity, which in a way made the researcher doubt their

actual response to questions in the questionnaires.

1.9 Definition of the key terms

Brand image: Brand image mainly refers to the current view of the customers about a brand.

It may also be defined as a unique bundle of associations within the minds of target customers

(Oliver, 2010).

Consumer buying behaviour: Consumer buying behaviour is how individual acquire, the use

and disposes of the company offerings, goods and services can also be acquired through

purchase (Noel, 2009).

2.0 Conclusion

This chapter provides background information, statement of the problem and also it consisted

research objectives, research questions, significance of the study and limitation of the study.

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 CHAPTER TWO

Literature Review

2.1 Introduction

This chapter is about literature review, and it provides the review of related literature, empirical

literature review, theoretical framework, research gap and conclusion

2.2. Review of Related Literature

2.2.1 Concept of brand image

Benson (2006) defines brand image as the impression in the consumers or customers mind of

a brands total personality. Brand image is developed over time through advertising campaigns

with a consistent theme, and authenticated through the consumer’s direct experience. A brand

is differed from other brands and it is easily recognized by customers. As a result, customers

are ready to pay extra money for the branded items (C. Pullig, 2008).

Also, brand image mainly refers to the current views of the customers about a brand. It may

also be defined as a unique bundle of associations with the minds of target customers. It

signifies what the brand presently stands for. It is a set of beliefs held about a specific brand.

In short, it is nothing but the consumers’ perception about the product (Oliver, 2010).

Winarso (2012) argues that brand image can also be regarded as a description of the offer of

the company which include the symbolic meaning associated customers through specific

attribute of the products or services. Brand image has a significant impact on customer

satisfaction especially across E banking, landline, mobile phone, bank and supermarket

industries (Keller 2005).

According to Park et al (2000), the construction and maintenance of the brand image is

prerequisite to the brand management. Theoretically, all product and services could be

11
demonstrated by functional, symbolic or experimental elements, through which brand image is

established.

Brand attributes are the functional and mental connections with the brand that customers have.

They can be specific or conceptual. Brand plays an important role as an inseparable part of the

product of a business firm. Some firms invest a lot of money in the brand of their products.

Brand helps to promote product, to build image, personality and to develop brand loyalty

(Kotler & Lee 2005).

2.2.2 Concept of Consumer buying behavior

Kotler & Lee (2005), define Consumer buying behaviour as a decisional making process

undertaken by consumers in regard to a potential market transaction before, during and after

the purchase of product or service. Furthermore, decision making is cognitive process of

selecting a course of action from among multiple alternatives. Decision making is said to be a

psychological contrast.

According to Schiffman and Kanuk (2010), purchasing behaviour is the stage prior to

purchasing decisions in the purchase decision process. Consumer behaviour is the set of actions

and processes that consumers apply at the time of information collection, purchase, evaluation

and use of products and services to meet the needs and create the utility (Belch, 2004).

East (et al. 2008), maintain that purchase behaviour has been accepted that most repeat

purchase decision are done as a habit and often this range of decision-making from rational to

automatic is related to the degree of involvement.

12
Apart from that, Kotler and Keller (2011) state that consumer buying behaviour is the study of

the ways of buying and disposing of goods, services, ideas or experiences by the individuals,

groups and organizations in order to satisfy their needs and wants.

Also, Consumer behaviour is defined as the processes involved when individuals or groups

select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and

desires (Solomon, 2001)

Kotler (1977 and 2001) asserted that, consumer buying behaviour is how individuals, groups

and organizations to select, purchase, use and disposal of products, services, ideas or

experience to meet the consumers' demand. Buying behaviour is the decision processes and

acts people involved in buying and using products which includes social and mental process.

Again, Acton (2005) stated that the consumer purchase behaviour is defined as "consumer

buying behaviour" which is consumed in order to meet the needs of consumers. In addition,

Customer satisfaction is a person feeling of pleasure or disappointment about if the perception

of the product performance is as well as expectations (Kotler, 2009)

2.2.2.1 Types of purchasing/buying behavior

Kotler and Armstrong (1999) identify and explain the following types of purchasing behavior:

Complex buying behavior; when the consumer is highly involved in the buying and there are

significant differences between brands then it is called complex buying behavior. So in this

case the consumer must collect proper information about the product features and the marketer

must provide detailed information regarding the product attributes (Armstrong, 1999).

13
Variety seeking behavior; according to Armstrong (1999), in this case consumer involvement

is low while buying the product but there are significant differences between brands.

Consumers generally buy different products not due to dissatisfaction from the earlier product

but due to seek variety.

Dissonance buying behavior; here consumer is highly involved in the purchase but there are

few differences between brands. A consumer buys a product quickly as there are few

differences between brands (Armstrong 1999).

Habitual buying behavior; in this case there is low involvement of the consumer and there

are few differences between brands. The consumer buys the product quickly (Armstrong,

1999).

2.2.2.2 Factors affecting/influencing purchasing behavior

Kotler (2005) identifies the following factors of purchasing behavior.

Cultural factors; as the most factor affecting consumer behavior, culture can be defined as

person who contact basic traditions, taboos, values, altitude, perceptions, wants and behavior

from the family and society since childhood to grow up. Furthermore, marketers also should

try to recognize the local preferences and tastes and develop the product to tailor local

preferences (Kotler, 2005).

Social factors; the social class is determined by the combination of occupation, income,

education, wealth and other aspects. They may include groups, family, roles, status can affect

customer responses. Therefore, marketers also need to design their strategies on social factors

(Dorota, 2013).

Personal factors; these include such valuables as age and lifecycle stage, occupation,

economic circumstances, lifestyle (activities, interests, opinions and demographics) personality

14
and self-concept, these may explain why our often change as our situation changes Kotler

(2005).

Psychological factors; affecting our purchase decision includes motivation Maslow’s

hierarchy of needs) perception learning, beliefs and attitudes. Other people often influence a

consumer’s purchase decision. The marketer needs to know which people are involved in the

buying decision and what role each person plays, so that marketing strategies can also be aimed

at these people (Kotler& Armstrong, 1999).

2.2.2.3 Purchasing decision process

Boone and Curtz (2008) suggest that, buying process take place in the following stages: -

Problem recognition (perceiving a need); the first step is problem recognition. During this

step, the consumer realizes that he/she has unfulfilled need or want (Boone & Curtz 2008).

Information search (seeking value); the next step is to gather information relevant to what

you need to solve the problem. The consumer may engage in research on the Internet to

determine the type of product available and its respective features (Boone and Curtz 2008)

Alternative evaluation (assessing value); after information is gathered, it is evaluated against

a consumer's needs, wants, preferences, and financial resources available for purchase.

Purchase (buying value); according to Boone and Curtz (2008), at this stage, the consumer

will make a purchasing decision. The ultimate decision may be based on factors such as price

or availability.

Post purchase evaluation (value in consumption or use) At this stage the consumer will

decide whether the purchase actually satisfies her needs and was not (Boone & Curtz, 2008).

15
2.2.2.4 Consumer Buying Decision process

According to Kotler (2003) in the buying decision process, people play different roles in

decision making process. He claims that it can be divided into five functions which are initiator,

influencer, decider, buyer and user as follows.

Initiator; the person who first suggests the idea of buying a product or service, information

may be gathered by this person to help the decision (Kotler, 2003).

Influencer; according to Kotler (2003) influencer is the person who attempt to persuade others

in the group concerning the outcome of the decision and typically gather information and

attempt to impose their choice criteria on the decision.

Decider; the individual with the power or financial authority to make the ultimate choice

regarding whether to buy, what to buy, or where to buy.

Buyer; this is the person who conducts the transaction and makes the actual purchase (Kotler

2003).

User; according to Kotler (2003) user is the person who consumes or uses the product. He or

she is the final consumer of the product or service.

2.2.2.5 Approaches of consumer behaviour

Psychodynamic Approach; this approach claims that each of the customer’s action does have

meaning. In addition, it is assumed that most of the features of the behaviour of the customers

were already formed in the early days of the childhood (S. McLeod, 2007).

Behaviourist Approach; according to J. Bray (2008) the behaviourist approach is described

as the behaviour which was learned by the external events, and customers action are partly

based on biological unconscious drivers. Customers react in the environment they are in by the

16
already learned ways from the past. What is more, the behaviour which is expressed by the

customer is learned also from the environment he or she is in (Sammons, 2013).

Cognitive Approach; cognitive Approach is defined as mediation between understanding and

responses are given after purchase (J. Bray, 2013)

Humanistic Approach; humanistic approach focuses on customer’s emotions when the

decision is being made. It is believed that marketing the decision towards customers would be

better applied and adaptive in the market (J. Bray, 2013).

2.2.3 Relationship between brand image and consumer buying behaviour

One of the techniques that companies use in maintaining or influencing customers to purchase

their products is through maintaining strong brand image. The brand image exists to a large

extent due to customers, in particular loyal customers and it is not only the organization that

makes up a brand (Ind, 2007). This is agreed by Randall (2000) who states that the brand is

defined by the customers’ point of view and that the brand always needs to deliver value. It is

therefore pivotal that the organization realizes the customer’s perception of its brand (Ind,

2007).

However, the brand itself is not just a product with a sign or symbol; the brand is rather an idea

that for example turns the product into something of value (Ind, 2003). It provides uniqueness,

and it is the identifiable factors that one can link to the specific brand. However, brand

awareness is created by the familiarity of the brand, meaning that the consumer should be

exposed to it repeatedly through, for example, advertisement campaigns. However, it is

important to note that a brand develops over time, and can be divided into levels of progress

(Ghodeswar, 2008). Kotler and Keller (2011) state that consumer buying behaviour is the study

of the ways of buying and disposing of goods, services, ideas or experiences by the individuals,

groups and organizations in order to satisfy their needs and wants.

17
Since brand image plays a potential role on consumer behaviour on purchasing a product,

therefore both brand image and consumer buying behaviour can relate through cultural factor

because is part of external influence that impact the consumer and consumer behaviour. Other

essential aspect is social factors and there is impact on this issue of buying behaviour of

consumers. One of the important factors is reference group, family, role and status (Kotler and

Armstrong, 2008).

2.3 Empirical review studies

Hatch (2001) conducted a research of “brand maintenance”. His research paper specific

objectives were to describe brand image as an organizational tool. His research findings show

that brand image needs to be well maintained in relation to the interplay between vision, culture

and image. Achieving this requires effective dialogue between top management, external

stakeholders and members of the organizational culture. Effective brand image maintenance

will come with dedication to honest, self-assessment, responsive attitudes toward stakeholders,

and respect for the values that attract all parties to the corporation.

People prefer the branded product with higher prices because they consider that branded items

have more quality than non-branded products. If brand will be managed effectively product

value and brand as a promise with consumers that product quality will be same in future and

due to these sales enhance (Hatch, 2001).

A research done by Louis (2007) on brand and branding describe other tactics for creating

brand awareness which includes offering free sample or discount and coupons for purchases.

According to him, once consumers have come across a product or service being advertised, it

moves from the unknown to the known category which increases the probability that some of

those consumers will purchase it. Louis suggested that, if brand awareness for small firm is not

easy to acquire through advertising, these tactics can be used.

18
A research done by the magazine MARKET on brand awareness in the minds of customers

looks into how well-known the newly established players are on the re-regulated

pharmaceutical retailing market in Sweden (Östgren, 2010). It shows that Apotek Hjärtat has

had the biggest success in implementing its brand in the minds of the consumers. For instance,

when consumers were asked which ones of the new pharmaceutical retailing companies the

respondents are aware of, 29% spontaneously mentioned Apotek Hjärtat. This makes Apotek

Hjärtat the most successful of the newly established pharmacy in creating brand awareness.

Following Apotek Hjärtat is Kronans Droghandel, with 22% and MedStop, with 17%. When

shown the logotype of Apotek Hjärtat, 59% can directly state the name of the company,

followed by MedStop with 49% and Kronans Droghandel with 46%. These results are well

aligned with how far along the companies are in their establishing process and how intense

their marketing has been. The investigation also shows that on the question concerning which

pharmacy the consumers will visit next time, 4 out of 10 consumers will visit the geographical

closest pharmacy (Östgren, 2010).

An analysis done by Petrauskaite, E (2014) of the initial need for shoes in daily life in the

European footwear market demonstrates that the total revenues have increased by 1.7%

between the year 2008 and 2012. Analytics expect that during the five-year period 2012 - 2017

the footwear market in Europe will continue to grow more and it will reach 81.11bn Euros by

the end of 2017. These numbers prove the fact that nowadays modern society perceives shoes

not only as ‘feet protection’ but also as tool for presenting one’s personality and individuality.

Therefore, shoe stores offer a wide variety of shoe brands. The EU is the second largest market

for footwear and represents one third of the global market value (CBI, 2010). In 2008 the

Europeans spent approximately 49 Euros per pair of shoes and bought 4.2 pairs (CBI, 2010).

European customers are supplied with myriad of well-known or unknown shoe brands. Thus,

when buying footwear, the brand name and image play a role in customer decision making.

19
During purchasing process, a specific brand each individual wants or has unconscious need to

have social ties with a specific brand community or cultural group (Muniz & O’Guinn, 2001).

2.4 Theoretical framework

Brand equity theory

This theory was established by Graeff by the year 1996. This theory argues that, to build a

strong brand, you must shape how customers think and feel about your product. You must build

the right type of experiences around your brand, so that customers have specific, positive

thought, feelings, beliefs, opinions and perceptions about it.

Again, the theory argues that, when you have strong brand equity, your customers will be more

from you, they will recommend you to other people, they are more loyal, and you are less likely

to lose them to competitors. The value premium that a company realizes from a product with a

recognizable name as compared to its generic equivalent. Companies can create brand equity

for their products by making them memorable, easily recognized and superior in quality and

reliability.

However; this theory is relevant to this study since it is all about brand equity. Thus, it relates

to this study of which the study is about brand image of NBCL. The theory argues that, if you

have a strong brand image your customers will prefer your products as they will assume to be

satisfied by the products that you are offering for sale. Therefore, this theory is relevant to this

study.

2.5 Research Gap

In the reviewed literature, it has been found that, consumer buying behaviour is how

individuals, groups and organizations select, purchase, use and disposal of products, services,

ideas or experience to meet the consumers' demand (Kotler, 1977 and 2001). Buying behaviour

20
is the decision processes and acts people involved in buying and using products which includes

social and mental process. Solomon (2011) stated that, the people consume things and also

consume and buy these products according to their needs, preferences and buying power and

these can be consumable goods, durable goods, especially goods or industrial goods.

However, it is observed that, Brand image plays a vital role on influencing consumer buying

behaviour and if you have a strong brand image your customers will prefer your products as

they will assume to be satisfied by the products that you are offering for sale (Graeff, 1996).

Since various studies that have been conducted appear to have little information on the

influence of brand image towards the purchase of NBCL products.

Therefore, this study aims at critically examining the influence of brand image towards

consumer buying behaviour of NBCL products in Mwanza, in order to ensure maintenance of

strong brand image.

2.6 Conclusion

This chapter provides the literature review, empirical review, theoretical framework, the

research gap and conclusion.

21
 CHAPTER THREE

Research Methodology

3.1 Introduction

This chapter provides the research design, description of the study area, population and sample

size. It also includes sampling techniques, data collection methods and data analysis and

presentation

3.2 Research approach

Creswell (2014) defined research approach as the plan and procedure that consist of the steps

of broad assumptions to detailed method of data collection, analysis and interpretation. In this

study, the researcher employed qualitative research approach. Qualitative research approach is

that one in which the researcher focuses on exploring the meanings that people construct out

of their natural settings (Creswell, 2003). It collects non-numerical information to uncover

rules that govern social world. In general, qualitative research approach intends to explore

people’s experiences, attitudes, perceptions and behaviours (Dawson, 2007). In this approach,

the researcher used open-ended questions in order to enable few individual participants come

up with perceptions about their experiences.

3.3 Research design

Kothari (2004) defines a research design as the arrangement of conditions for collection and

analysis of data in a manner that to combine relevance to the research purpose with the

economy in procedure. According to Babbie (2004), research design is all about the

determination of what you are going to observe and analyse who and how. Generally, research

design is the conceptual structure of doing research. Research design constitutes the draft for

the collection, measurement and analysis of data (Kothari, 2004).

22
In this study, the researcher used a case study research design. According to Michael (2004), a

case study research design involves an in-depth examination of a single person or few people

by covering a particular set in a particular issue, in a particular context, in a particular

organization or a part of organization. In this study the researcher used NBCL Ilemela District-

Mwanza as the case study.

3.4.1 Location

Location is defined as the geographical place or area where the study will be conducted (Singh,

2006). This study was conducted at Nyamagana District in Mwanza region. The researcher

selected this location because it was easy and accessible to get people who consume Coca Cola

products.

3.4.2 Population

Population is the large collection of individuals or object that is the moving focus of scientific

query (Kothari, 2004). Kothari defines population as the total of all items about which

information is desired. (2004). Population refers to the complete set of individual’s cases or

objective with some common observable characteristics (Mugenda, 2003). In this study, the

targeted population was consumers of NBCL products in Nyamagana District-Mwanza and

employees from Marketing Department at NBC in Ilemela District-Mwanza. According to the

2012 census, the population of the Nyamagana municipal council is 363452.

3.5.2 Sample size

Kothari, (2004) defines sample size as the number of items to be selected from the universe to

constitute a sample. In this study the sample size was 30 informants who included 27 customers

of NBCL products in Malimbe, Nyamagana District-Mwanza and 3 employees from Marketing

Department at NBCL, Ilemela District-Mwanza.

23
3.5.1 Sampling techniques

According to (Kothari, 2004) sampling may be defined as the selection of some part of an

aggregate or totality on the basis of which convenience or purposive sampling. The major

purpose of sampling is securing a representative group which will enable to gain information

about a target audience. In this study, the sample will be selected through: -

i. Purposive sampling techniques

Purposive sampling technique is a technique that allows the researcher to use cases that have

required information with respect objective of the study (Mugenda, 1999). According to

Kombo &Tromp (2006 p.82) purposive sampling is applied by the researcher of respondents

believed to be reliable for the study. Here the researcher targeted NBCL employees in Ilemela

Mwanza who provided very important information about the study. Therefore; the researcher

used this method in order to get informants who are directly related to the study.

ii. Convenience sampling technique

Convenience sampling technique is defined as the sampling method which relies on data

collection from population members who are conveniently available to participate in the study

(Mugenda, 1999). According to Kothari (2004) Convenience, is the sampling technique, on

which the unit is drawn according to their easiness of volunteering, or it involves the selection

of unit because of their availability and access. Thus, this sampling technique was useful to this

study because it involved selection of respondents who were willing to participate in the study.

In this study, convenience sampling technique was used to select residents of Nyamagana

district- Mwanza as respondents who were willing to provide required information for the

study.

24
 iii. Cluster sampling

According to Charles &Fen yu (2007) cluster sampling is when researcher generate efficient

probability sample which not based in individual but a group that occurs naturally in population

which geographically spread over great distance. Dawson (2007) argues that, in cluster

sampling, a researcher identifies and divides the population in clusters, that is, geographical

locations. Having had a sampling frame, the researcher then randomly (or systematically)

selects clusters be included in the study. This technique is normally used when respondents are

geographically scattered and the population is too large to sample randomly. Therefore, in this

study Nyamagana district was divided into division and wards. Since Nyamagana has only one

division which is Nyamagana division with 18 wards, Nyamagana, Luchelele, Mkolani,

Buhongwa, Lwahrima, Igoma, Kishiri, Mahina, Butimba, Igogo, Mkuyuni, Pamba, Isamilo,

Mbugani, Mabatini, Mandu, Nyegezi and Mirongo, due to time limitations, the researcher

conducted the study by dealing with Luchelele ward only.

3.6 Data collection and techniques

Data collection involves obtaining of required information from the sample size which involves

various concepts and ideas of the study (Kothari, 2004). The researcher used;

3.6.1 Semi-structured interview

An interview is a planned and in most cases formal conversation between two or more people

whereby one of the participants assumes the role of a researcher and another or other

participants become informants (Gray, 2004). In this study, interview schedule was used to

solicit information from customers of NBCL products in Nyamagana District-Mwanza as well

as from Marketing Manager of NBCL in Ilemela-Mwanza.

25
3.7 Data processing, Analysis, Interpretation and presentation strategies

Kombo and Tromp (2006) define data analysis as the process of examining what has been

collected in surveying or experiment and making deduction and inferences. According to

Kothari (2004) data analysis refers to the computation of certain measures along with searching

for patterns of relationship that exists among data group Also, Kumar (2005) defines data

presentation strategies as the process of visually transferring data through handouts. It is a

technique which is mainly applied when presenting reports, proposal, or when making

demonstrations during a crucial meeting. In this study, the researcher employed thematic

analysis which is a qualitative method for identifying, analysing and reporting patterns within

data.

3.8 Conclusion

This chapter provides the research approach, research design, sample size, sampling technique

and scope measurement, population and research variables and it also state tools and technique

for data collection, tools for data presenting and analysis.

26
 CHAPTER FOUR

Data Analysis and Presentation

4.1 Introduction

This study focused on the Influence of Brand Image on Consumer Buying Behaviour: A Case

of Nyanza Bottling Company Limited Brands, Nyamagana District- Malimbe, Mwanza. This

chapter aims at presenting findings of the study drawn from the interviews which were

conducted by the researcher to the sample of 30 informants. The findings were organized in

terms of the research questions.

i. Do brand image influence consumers at Nyamagana district- Mwanza to

purchase NBCL brands?

ii. To what extent does brand image affects consumers at Nyamagana district-

Mwanza from purchasing NBCL brands?

iii. What are opinions of consumers at Nyamagana district- Mwanza towards NBCL

brands?

The study targeted thirty (30) respondents who were selected as the sample size in which three

(3) respondents were NBCL employees at Ilemela District-Mwanza and twenty-seven (27) of

them were NBCL customers in Nyamagana District-Mwanza

4.2 Data analysis

4.2.1 Informants from NBCL company

4.2.1.1 Research Question one: Do brand image influence consumers at Nyamagana district-

Mwanza to purchase NBCL brands?

This research question intended to know if brand image influence consumers at Nyamagana

District-Mwanza, to purchase NBCL brands: -

27
Brand image is the current view of a company or brand. It is what customers think of towards

a certain brand currently. It shows how brand is currently being perceived by customers.

NBCL marketing manager said that;

“Advertising, events and sponsorship as well as publications are very useful tools that

create customer awareness towards our brand. Currently we are producing a number

of adverts like television advertisements and radio advertisements, publications as well

as participating in different events so as to ensure brand awareness to our customers”.

“Positive brand image requires a number of activities to be done. However, in making

sure that our brand becomes positive, NBCL conducts a number of activities like

provision of services to our surrounding communities, presentations as well as personal

communication. All these strategies are being done for the purpose of influencing

positive image of our brand”.

Other informants from Marketing department also enumerated that, in influencing positive

image, as NBCL they always ensure good customer care services, this enables them to be

perceived well and keeps their brand image positive throughout.

4.3.1.2 Research Question two: To what extent does brand image affects consumers at

Nyamagana district- Mwanza from purchasing NBCL brands?

This research question intended to know the extent to which brand image affects consumers at

Nyamagana District-Mwanza from purchasing NBCL brands: -

NBCL employees derived the following answers, their image as NBCL influences their

customers to a great extent from purchasing their various brands since they have always

creating good relationship with their customers through conducting various events and

sponsoring various events as well as provision of services to the surrounding community.

28
However, they have ensured great influence to their customers from purchasing their various

brands by producing quality products that are needed by their customers. According to them,

this becomes a very big influence to customers as it creates a good image to their brands

throughout.

According NBCL employees from marketing department, there are many factors that may

affects consumer purchase of their brands, some of these factors are like competition, decline

of economy and all that. For instance, for the case of competition, they are currently facing

competition from other companies like Pepsi which is currently producing soft drinks (Soda)

as they do, so some customers tend to compare their brands with that of competitor(s) so this

acts as a factor that affects consumer purchase their brands. One among NBCL employee said

that;

“currently the country is in struggle for creating a good economy that brings standard

living of the people, this acts as a challenge as most of our customers are currently

minimizing their expenditures so that to go in line with the current situation as their

budgets are fixed”.

Thus, it seems that, consumers are being influenced by brand image to purchase NBCL brands

but some factors like competition as well as economic hardship act as challenges which face

NBCL company.

4.3.2 Responses from NBCL customers in Nyamagana-Mwanza

4.3.2.1Research Question three: What are opinions of consumers at Nyamagana district-

Mwanza towards NBCL brands?

This research question aimed at finding out opinions of consumers at Nyamagan District-

Mwanza, towards NBCL brands: -

29
NBCL customers responded that, Brand image is the way consumers perceive a particular

brand currently. It is a consumers’ current perception towards a certain brand. NBCL products

influence customers to purchase their products due to factors like price, and good customer

care. For instance, on the case of price, NBCL soft drinks are cheaper compared to other soft

drinks like Red bull, Ceres juices and others of the like. But also, NBCL ensures good customer

care which leads to trust among customers.

NBCL customers maintained that, NBCL brand image influence them to make purchase as

they have been trusting NBCL brands over a long period of time. Thus, it is out of trust, where

they make purchase of NBCL brands. However, there some other factors that NBCL customers

provided as the ones that affect them from purchasing NBCL products like the issue of taste.

NBCL customers from Nyamagana District maintained that, the taste of NBCL products is not

currently good compared to other companies that produces coca cola products like Bonite in

Kilimanjaro or Dar es Salaam. This is currently becoming a challenge to NBCL as some of

them are now starting to shift to NBCL competitor(s) like Pepsi.

However, the perception of NBCL brands is somehow, as some customers maintained by

saying that, NBCL brand image is good but, NBCL should now rely on the prevailing situation

where now most of their customers are more educated compared to previous time, that the

company should think about health issues. For instance, according to one of NBCL customers

from Nyamagana District –Mwanza, said that;

“NBCL brands are noble, but the issue of health management which is currently a

global concern towards companies, has made customers to decrease from using some

drinks like Soda which are said to accelerate diabetes and obesity. So NBCL need to

think on the issue of health management so that to produce products that are not likely

to affect their customers’ health so that to keep them the best in the market”.

30
4.4 conclusion

This chapter presented findings of the study drawn from the interviews which were conducted

by the researcher to the sample of thirty (30) informants. The findings were organized and

analysed according to the research objectives.

31
 CHAPTER FIVE

5.0 Discussions, Conclusion and Recommendations

5.1 Introduction

This chapter comprised discussions, conclusion as well as recommendations in regard with the

data that were collected from the field. The discussions, conclusion and recommendations were

based on the following research objectives.

i. To find out whether or not brand image influences customers at Nyamagana

district- Mwanza to purchase NBCL brands.

ii. To assess the extent to which brand image affects consumers at Nyamagana

district- Mwanza from purchasing NBCL brands

iii. To analyse opinions of consumers at Nyamagana district- Mwanza towards

NBCL brands.

5.2 Discussions

5.2.1 To find out whether or not brand image influences customers at Nyamagana district-

Mwanza to purchase NBCL brands.

Oliver (2010) defines brand image as the current view of the customers about a brand. It may

also be defined as a unique bundle of associations within the minds of target customers. It

signifies what the brand presently stands for. It is a set of beliefs held about a specific brand.

In short, it is nothing but the consumers’ perception about the product.

In this study, it has been revealed that, brand image greatly influences customers from

purchasing their brands as the company often conducts a number of activities like provision of

services to their surrounding communities, presentations as well as personal communication

which in turn creates brand awareness and develop positive brand image. All these seems to be

32
strategies that are being done for the purpose of influencing positive image of NBCL brand

image which therefore influences their customers from purchasing their brands.

This suggests that marketing department plays a great role to ensure that NBCL brand image

becomes positive as it always produces more adverts that keeps NBCL customers aware of

their services. Thus, this shows that Brand image is of a great influence towards customer

purchase of NBCL products.

For instance, Benson (2006) argues that, brand image is developed over time through

advertising campaigns with a consistent theme, and authenticated through the consumer’s

direct experience. Therefore, this has been proved by NBCL marketing department which

ensures that NBCL brand image develop over time through conducting a number of activities

like advertising their brands which in turn develop their brand image. It also reflects the

response of NBCL informants which shows that marketing NBCL conducts different activities

like events and sponsorships which again brands the company well.

Furthermore, all these strategies that are being used by NBCL company reflect the theory of

Brand equity as argued by Graeff (1996). This theory argues that, to build a strong brand, you

must shape how customers think and feel about your product. You must build the right type of

experiences around your brand, so that customers have specific, positive thought, feelings,

beliefs, opinions and perceptions about it.

This is the same as NBCL company which shapes the mind of its customers through

advertisements, publications and other activities like events and sponsorship, personal

communication as well as publications and provision of services to the surrounding community

as their fundamental strategies.

33
5.2.2 To assess the extent to which brand image affects consumers at Nyamagana district-

Mwanza from purchasing NBCL brands

The study revealed that, NBCL brand image greatly affects consumers at Nyamagana District

from purchasing NBCL brands as NBCL employees maintained that, their customers are being

affected by their brand image to a great extent from purchasing their various brands.

It seems that, since they have always creating good relationship with their customers through

conducting various events and sponsoring various events as well as provision of services to the

surrounding community, therefore, NBCL brand image have been of a great influence to their

customers from purchasing NBCL brands. On the other hand, through producing quality

products, NBCL have positively affected their customers from purchase their brands.

In addition, this response reflects brand equity by Graeff by the year 1996, who maintains that,

to build a strong brand, you must shape how customers think and feel about your product. You

must build the right type of experiences around your brand, so that customers have specific,

positive thought, feelings, beliefs, opinions and perceptions about it.

Thus, it seems that, NBCL company after understanding that brand image greatly influences

their customers to purchase their brands, they have always ensuring that they regularly promote

their brands through advertisements, provision of services to the surrounding communities,

events and sponsorship as it has been argued earlier in chapter four, so that to build a strong

brand that will enable them to influence their customers to purchase their brands

However, the study revealed that, there are many factors that affects consumer purchase of

NBCL brands, some of these factors are like competition, decline of economy and all that. For

instance, for the case of competition, according to NBCL employees, their currently facing

34
competition from other companies like Pepsi which is currently producing soft drinks (Soda)

as they are doing. So this suggests that, competition also is among the things that may affect

consumers negatively from purchasing NBCL brands as customers tend to compare NBCL

brands with Pepsi as their competitor(s).

On the other hand, it seems that, as the country is currently in struggle for creating a good

economy that brings standard living of the people, it therefore, limits most of NBCL customers

from purchasing their brands as most of their customers are currently minimizing their

expenditures so that to go in line with the current situation as their budgets are fixed. Thus,

this seems to be a very big factor that negatively affects NBCL customers from purchasing

their products.

This suggest that, NBCL needs to reflect the realities in the community in which they operate

like the issue of economic hardship and competition so that to always influence their customers

from purchasing their brands, because if these hindering factors are left unsolved they will

eventually affect the company negatively and leading to the fall of their brand image.

According to Dorota (2013) social factors like occupation, income, education, wealth and other

aspects can affect customer responses. Therefore, NBCL also need to design their strategies on

social factors.

5.2.3 To analyse opinions of consumers at Nyamagana district- Mwanza towards NBCL

brands.

This study also provided the views or opinions of consumers towards NBCL brands. The study

revealed that, NBCL brands are somehow good due to various factors like price and trust. It

has been maintained that NBCL customers purchase NBCL brands due to factors like price. So

it seems that price is one among the factors that NBCL brands influence customers from

purchasing NBCL brands as it is cheaper compared to other soft drinks like red bull, Ceres

35
Juices as provide earlier in chapter four. On the other hand, NBCL customers in Nyamgana,

maintained that, it is out of trust which makes them to purchase NBCL products since NBCL

has been recognized as good over time. This also suggests that, the price of also is very

influential as it attracts many customers to purchase NBCL brands.

However, some NBCL customers in Nyamagana District-Mwanza, maintained that, NBCL

brands are somehow good but, NBCL should now rely on the prevailing situation where now

most of customers are more educated compared to previous time, that the company should

think about health issues. Thus, it seems that there is a need for NBCL now to rely on

maintaining their brands but also considering health issues so that to create a more competitive

brand image that will attract their customers. For instance, according to one of NBCL

customers from Nyamagana District –Mwanza, said that;

“NBCL brands are noble, but the issue of health management which is currently a global

concern towards companies, has made customers to decrease from using some drinks like Soda

which are said to accelerate diabetes and obesity. So NBCL need to think on the issue of health

management so that to produce products that are not likely to affect their customers’ health so

that to keep them the best in the market”.

This suggests that, NBCL should now rely on the social, economic and even political realities

so that to produce products that do not affect their customers negatively, or rather to find out

how to solve this global concern in order to maintain its brand image over years later.

36
5.3 conclusion

Basing on the general findings, the researcher therefore concluded that, Brand image greatly

influences consumer buying behaviour in Nyamagan-Mwanza. This is because, through Brand

image consumers tend to be motivated and generates interests to make purchase over a certain

brand or product.

Generally, it seems that Brand image is very influential towards consumers as they influence

consumer behaviour in Nyamagana-Mwanza.

5.4 Recommendations

The researcher recommends that, NBCL need to consider the issue of promoting their brands

so that to create brand awareness since brand image influences consumer buying behaviour.

On the other hand, NBCL need to consider the issue of Health management so that to create a

more attractive brand image.

The researcher again, recommended that future researchers when conducting the same study

or related studies, have to accomplish the research gap by conducting studies on how health

issues consideration by companies affects their brand image which have not yet covered by the

first researcher maybe due to some obstacles like time and financial support.

37
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Appendix I:Interview Schedule for customers of NBCL product at Malimbe in Nyamagana

District-Mwanza

1. What is your understanding about brand image?

2. How does brand image of NBCL influence you to purchase their products?

3. What influences you to purchase NBCL products?

4. In which ways does NBCL brands affect your purchase of their products?

5. What other factors affect your purchase of NBCL products?

6. How do you perceive NBCL brands?

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 Appendix II: Interview schedule for employees in Marketing Department at NBCL in

Ilemela District-Mwanza

1.What is your understanding about brand image?

2.What do you do to create awareness of your brands to your customers?

3.What strategies do you employ to influence positive Image to your brands?

4.How does your Image influence the purchase of your brands?

5.What are the other factors affecting consumers purchase of your brands?

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