Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwanda

dc.contributor.authorNimusima, Pereez
dc.contributor.authorNuwagaba, Arthur
dc.contributor.authorTuhirirwe, Jackson
dc.contributor.authorKaruhanga, Nathan
dc.contributor.authorKamau, Abel Kennedy
dc.date.accessioned2022-05-21T10:24:42Z
dc.date.available2022-05-21T10:24:42Z
dc.date.issued2021-12-31
dc.descriptionJournal article on Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwandaen_US
dc.description.abstractAmidst market performance challenges of declining customer numbers and sales for some soft drinks enterprises in Rwanda, that has caused a big concern for academics and professionals, the study set to empirically investigate the effect of quality, price and competition strategies on sales and customer retention performance for these enterprises. The study was quantitative and cross-sectional where researchers obtained data at a single point in time on more than one case. A sample size of 118 marketing managers was taken from these enterprises in the central districts of Kigali that produce carbonated drinks, mineral water and juice. Due to corona virus pandemic, virtual means of data collection were used through telephone-based questionnaire survey. Despite the positive and significant relationship between quality and price strategies with market performance, (  =0.500, t=1.09, p<0.01) for quality, (  =0.23, t=3.05, p<0.01) for price, results for competition strategies (  =0.23, t=3.05, p=0.281), show nonsignificant relationship with market performance in the studied context. This finding manifests a big gap in managing competition and therefore advise these enterprises to revisit their competition management decisions and make investment in those positioning alternatives that impact on consumer perceptionsen_US
dc.description.sponsorshipBishop Stuart Universityen_US
dc.identifier.citation10.25079/ukhjse.v5n2y2021.pp14-24e.v5en_US
dc.identifier.issn2520-7806
dc.identifier.urihttps://ir.bsu.ac.ug//handle/20.500.12284/203
dc.language.isoenen_US
dc.publisherBishop Stuart Universityen_US
dc.relation.ispartofseriesUKH Journal of Social Sciences;Volume 5
dc.subjectStrategyen_US
dc.subjectPositioningen_US
dc.subjectMarket Performanceen_US
dc.subjectSoft Drink Industryen_US
dc.subjectRwandaen_US
dc.titleQuality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwandaen_US
dc.typeArticleen_US

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