Cigarette branding and customer loyalty of British American Tobacco Uganda (BATU). A case study of Kampala University (KIU) community.
Loading...
Date
2009-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University,Faculty of Business and Management
Abstract
This study was conducted to identify the determinants of brand loyalty to BA TU cigarette
brands among members ofKIU community. The objectives of the study were to establish
the factors that determine consumer loyalty to BTU cigarettes brands and also to rank the
most important determinants of consumer's loyalty to BA TU cigarette brands.
The population of interest for this study consisted of the entire BA TU customers in KIU
i.e. students, lecturers and no-teaching staff.
KIU community was considered an appropriate sample since it consists the various
categories of consumers in Kampala in respect to the fact that it includes students, lecturers
and non-teaching staff.
Since the number of smokers in KIU is not known and could not be determined accurately
as there was no available list of smokers, personal judgment was used to determine the
target sample size of200 respondents.
The respondents who patticipated were those who were seen either smoking, having an
ashtray with filters, having a pack of cigarette or a lighter with them. In addition, a
screening question (do you smoke) was used to determine those respondents who smoked.
Primary data was collected using a questionnaire comprising of both closed and open
ended questions. The questionnaire was divided into three sections. Section A had
questions on general information on the respondents, section B had questions soliciting on
determinants of loyalty and their degree of impmtance and finally section C collected
information on the most important determinants of brand loyalty.
Collected data was analyzed by use of descriptive statistics. These included tables,
percentage and bar chatts to represent the response rate on information collected. Tables of
frequencies were used to summarize determinants considered important. A response of 198
(98%) was achieved against the targeted of200 respondents.
The results indicated the most important determinants of brand loyalty.
Cigarette smokers were found to be knowledgeable consumers who base their decision on
sound marketing principles. Marketers, therefore, have an obligation to understand the
consumers in terms of their quality expectations, disposable income, peer groups, and other
relevant marketing aspects.
Description
A dissertation submitted to the Faculty of Business and Management in partial fulfillment of the requirement for the Award of a Bachelor’s Degree in Business Administration of Kampala International University
Keywords
branding, custome