Impacts of Consumer Choice on Related Product Branding on Consumer Choice
IMPACTS OF RELATED PRODUCT BRANDING ON CONSUMER CHOICE OF COMMODITIES.
A CASE STUDY OF COCA COLA DRINKS KIAMUNYI ESTATE(NAKURU).
A RESEARCH PROPOSAL SUBMITTED IN PARTIAL FULFILLMENT FOR THE REQUIREMENT FOR THE AWARD OF BACHELOR OF COMMERCE DEGREE, TO THE FACULTY OF ECONOMICS AND BUSINESS STUDIES.
COMPILED BY; 1) EMMA KABINDIO CM/N/035/09
KABARAK UNIVERSITY
MARCH, 2011
DECLARATION
I hereby declare that this research proposal is my original work and has not been presented in this or any other university for the award of a degree or otherwise. EMMA KABINDIO CM/N/035/1/09 SIGN…………………
TABLE OF CONTENTS
DECLARATION…………………………………………………………..............ii
TABLE OF CONTENTS…………………………………………………..............iii
DEDICATION………………………………………………………….................iv
ACKNOWLEDGEMENT………………………………………………………...v
ABSTRACT……………………………………………………………….............vi
OPERATIONAL DEFINITION OF TERMS AND VARIABLES……................vii
LIST OF FIGURES……………………………………………………….............viii
CHAPTER ONE 1.0 INTRODUCTION………………………………………..............1.
1.1.1 BACKGROUND OF THE STUDY……………………...........1
1.1.2 BRAND CONCEPT……………………………………………1
1.1.3 BRAND STRATEGY………………………………………......2
1.2 PROBLEM STATEMENT………………………………………...2 1.3 OBJECTIVES OF THE STUDY………………………………......3 1.4 RESEARCH QUESTIONS……………………………………......3 1.5 JUSTIFICATION……………………………………………….....3 1.6 SIGNIFICANCE…………………………………………………..4 CHAPTER TWO 2.0 LITERATURE REVIEW………………………………………...5
2.1 REVIEW OF PAST STUDIES……………………………...........5
2.2 CONCEPTUAL FRAMEWORK…………………………..........11 CHAPTER THREE 3.0 METHODOLOGY……………………………………………....12
4.1 RESEARCH DESIGN…………………………………..12 4.2 TARGET POPULATION……………………………….12 4.3 SAMPLING PROCEDURE……………………….........12 4.4 DATA
A CASE STUDY OF COCA COLA DRINKS KIAMUNYI ESTATE(NAKURU).
A RESEARCH PROPOSAL SUBMITTED IN PARTIAL FULFILLMENT FOR THE REQUIREMENT FOR THE AWARD OF BACHELOR OF COMMERCE DEGREE, TO THE FACULTY OF ECONOMICS AND BUSINESS STUDIES.
COMPILED BY; 1) EMMA KABINDIO CM/N/035/09
KABARAK UNIVERSITY
MARCH, 2011
DECLARATION
I hereby declare that this research proposal is my original work and has not been presented in this or any other university for the award of a degree or otherwise. EMMA KABINDIO CM/N/035/1/09 SIGN…………………
TABLE OF CONTENTS
DECLARATION…………………………………………………………..............ii
TABLE OF CONTENTS…………………………………………………..............iii
DEDICATION………………………………………………………….................iv
ACKNOWLEDGEMENT………………………………………………………...v
ABSTRACT……………………………………………………………….............vi
OPERATIONAL DEFINITION OF TERMS AND VARIABLES……................vii
LIST OF FIGURES……………………………………………………….............viii
CHAPTER ONE 1.0 INTRODUCTION………………………………………..............1.
1.1.1 BACKGROUND OF THE STUDY……………………...........1
1.1.2 BRAND CONCEPT……………………………………………1
1.1.3 BRAND STRATEGY………………………………………......2
1.2 PROBLEM STATEMENT………………………………………...2 1.3 OBJECTIVES OF THE STUDY………………………………......3 1.4 RESEARCH QUESTIONS……………………………………......3 1.5 JUSTIFICATION……………………………………………….....3 1.6 SIGNIFICANCE…………………………………………………..4 CHAPTER TWO 2.0 LITERATURE REVIEW………………………………………...5
2.1 REVIEW OF PAST STUDIES……………………………...........5
2.2 CONCEPTUAL FRAMEWORK…………………………..........11 CHAPTER THREE 3.0 METHODOLOGY……………………………………………....12
4.1 RESEARCH DESIGN…………………………………..12 4.2 TARGET POPULATION……………………………….12 4.3 SAMPLING PROCEDURE……………………….........12 4.4 DATA
References: Buzzell, Robert D. and John A. Quelch. Multinational Marketing Management . Addison-Wesley, 1988. Schoell, William F., and Joseph P. Guiltinan. Marketing: Contemporary Concepts and Practices, 5th ed. Allyn and Bacon, 1992. Simms, Jane. "Stretching Core Value." Marketing. October 19,2000.