Impacts of Consumer Choice on Related Product Branding on...

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†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ TABLE OF CONTENTS†¦show more content†¦More than 500,000 brands are registered globally with pertinent regulatory bodies in different countries. Brands serve their owners by allowing them to cultivate customer recognition of, and loyalty toward, their offerings. Brands also serve the consumer by supplying information about the quality, origin, and value of goods and services. Without brands to guide buying decisions, the free market would become a confusing, faceless crowd of consumables. An established and respected brand can be the most valuable asset a company possesses. As manufacturers gained access to national markets, numerous brand names were born that would achieve legendary global status such as Coca-Cola which is an example of initial a brand that would become common household name by the mid-1900s.Brand extension for Coca Cola products enjoyed a great deal of popularity during the late 1990s. As product development and advertising costs increased, many companies sought to leverage the equity in their existing brands rather than attempting to launch new brands. But businesses must be careful not to go too far with line extensions, at the risk of damaging their brand name or diluting itsShow MoreRelatedConsumer Psychology and Marketing Communication Essay695 Words   |  3 PagesConsumer psychology is an important part of current society. The reasons behind why products are in some areas and not others are determined by consumer psychology. Businesses must decide what to sell. They must also decide how and where to sell their products. Psychological concepts assist businesses in making decisions and discovering the best options available to them. Companies find ways to creatively brand their products to entice consumers to purchase them. People are not always aware theyRead MoreMarketing Strategy : The Heart Of Marketing Mix990 Words   |  4 PagesAssignment (Marketing) Introduction Product strategy lead an integral role in a firm in the area of decision making. According to Kotler (1991), product strategy is the heart of marketing mix. 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