Impacts of Consumer Choice on Related Product Branding on Consumer Choice

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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 COLLECTION………….....................................12 4.5 DATA ANALYSIS AND PRESENTATION……..........12

CONTENTS
APPENDIX: 1. QUESTIONNAIRE................................13 APPENDIX: 2. BUDGET................................................18 APPENDIX: 3. WORK PLAN.........................................18 APPENDIX: 4. TARGET POPULATION….………….19

REFERENCE....................................................................................20

DEDICATION
This research proposal is dedicated to my dear parents and family members who have continued to tirelessly support, encourage and motivate me.

ACKNOWLEDGEMENT
This research proposal would not have been complete without the input of a few individuals. I wish to acknowledge the support I have been given by my supervisor Mr. Ng’eno. It is because of the professional advice that I have been able to prepare this proposal I also recognize the support given to me by my colleagues and friends who encouraged me in readiness and preparation of this work. God bless them all.

ABSTRACT
This study is set to investigate the impacts of related product branding on consumer choice of commodities. The objective of this study is to investigate the influence of extending a product brand on consumer choice. This research involves a census study of various households living in Kiamunyi Residential estate (Nakuru). This research seeks to collect data through self administered questionnaires. The data will be analyzed by use of qualitative and inferential statistics. Data presentation will be through graphs, tables and pie charts. The significance of this study is to enable individual consumers to effectively make better choices on products that are similarly branded. This is due to the fact that consumers end up buying and consuming commodities that they are not willing to consume. The out put of the research will then be used to sensitize...
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