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Plummeting Consumers' Brand Switching Behaviour Using A Holistic Product Strategy In The Zimbabwean Cola Industry

Author

Listed:
  • Forbes MAKUDZA

    (Manicaland State University of Applied Sciences, Mutare, Zimbabwe)

  • Gratitude TASARA

    (Solusi University, Bulawayo, Zimbabwe)

  • Gibson MURIDZI

    (Manicaland State University of Applied Sciences, Mutare, Zimbabwe)

Abstract

The study was driven by the need to elevate consumers? switching costs so as to minimise consumer churning behaviour. The purpose of this study was to examine the effect of the product strategy on consumers? brand switching intention behaviour. A marketing orientation of managing a product from a holistic approach was adopted and that was informed by previous theoretical modelling. The study followed a quantitative approach in the cola industry in Zimbabwe. Data was collected using questionnaires from a sample size of 432 respondents. Structural Equation Modeling (SEM) - Amos Graphics was used to analyse data. The study confirmed that a holistic approach to product strategy is statistically significant in minimising churning behaviour of customers. Product availability and product quality were inversely influencing behavioural intention to switch brands whilst product price recorded a significant positive impact. Product range had an insignificant association with consumer attrition. The study concluded that consumers? switching behaviour can be managed through a well implemented product strategy. To plummet brand switching behaviour, the study recommends effective product pricing, effective product distribution and improvements in product quality.

Suggested Citation

  • Forbes MAKUDZA & Gratitude TASARA & Gibson MURIDZI, 2021. "Plummeting Consumers' Brand Switching Behaviour Using A Holistic Product Strategy In The Zimbabwean Cola Industry," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(3), pages 103-120, September.
    • Handle: RePEc:rom:bemann:v:11:y:2021:i:3:p:103-120
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    References listed on IDEAS

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    1. Hou, Rui & Zhao, You & Zhu, Mengqiang & Lin, Xiaogang, 2021. "Price and quality decisions in a vertically-differentiated supply chain with an “Online-to-Store†channel," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
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    Cited by:

    1. Paul Mukucha & Divaries Cosmas Jaravaza & Forbes Makudza, 2022. "Modeling Customer Loyalty Intentions, Food Quality And Demographic Moderators In Subsistence Markets," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(3), pages 40-59, September.

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