Effect of brand awareness on consumer purchase intention: a case study of Coca-Cola-Namanve Plant

Abstract

The study aimed at establishing the effect of brand awareness on consumer purchase intention. The study objectives included: to find out the extent to which Century bottling company conducts promotional activities, to establish how Century bottling company manages loyalty programs and to establish the relationship between promotional activities and brand loyalty. The study was carried out in Century bottling company-Namanve plant using a correlational research design. The researcher used purposive sampling technique in sample selection, stratified random sampling technique in categorizing the sample. And lastly simple random sampling to choose respondents. A total of 44 respondents comprising of Century bottling company employees and consumers in Kampala were selected to participate in the survey and a statistical package for social sciences (SPSS) was used to analyze data. The findings were presented using frequency tables. The study examined the influence of experiential marketing on brand awareness of Coca Cola in Kampala. The study found that brand awareness gives the company enough time to respond to competitive moves by competitors. The study confirms that interaction with consumers has shaped attitudes towards the Coca Cola’s brand. The study found that the company has loyal customers thus spends less on marketing their products. The company has also before and after sale advertisements to always remind customers of the value of their purchase. The study concludes that Coca Cola in Kampala Uganda uses unintentional participation procedures in exposing new brands. According to the study, brand awareness changes the perception of consumers about a brand in a positive way. The study also concludes that there is strong brand association as customers perceive brands to be of high quality and that interaction with consumers has shaped attitudes towards the company’s brand. The study also recommends organizations to conduct customer research to understand their brand and competitors. From the study, it is strongly recommended that organizations should enhance brand awareness as it gives companies enough time to respond to competitive moves by competitors