Customer Loyalty for a Sustaining Lucrative Chibuku Business

Authors : Fernando Ferreira Alves; Amalia Dickie; Tendayi Leonorah Nyaruwata

Volume/Issue : Volume 6 - 2021, Issue 9 - September

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The objective of this study developed around Chibuku beverage qualities and nutrition facts, is the achievement of same brand repurchase through compelling prices and advertisement using local languages, in the Chibuku markets. The aim is to establish a loyal customer base for a sustainable lucrative Chibuku business. It explores the Giffen behaviour, which is a manner stemming from consumers’ modest finances, attributing them by price to Chibuku. Giffen behaviour would be used to limit and eventually inhibit clear beer consumption, while attracting and retaining consumers for opaque beer, thus improving business. The study only involves beers as the most beverage drunk internationally, a tendency that echoes in the site of research. Data were collected through quantitative methods and generated through qualitative methods. A mixed research on loyalty to Chibuku, reveals a positive relation to business performance. Price relativeness, as a result, within consumers’ acceptable range, come out as an important tool to attach them to Chibuku. When there is a Chibuku price increase relatively to clear beer, the opaque beer consumers tend to consume more Chibuku. The results of the study also show that advertisement in local languages has an influential decision-making effect, over actual and potential Chibuku customers in the market, attracting and making them loyal.

Keywords : Chibuku Beer, Loyalty, Giffen Condition, Consumers, Word of Mouth.


Paper Submission Last Date
30 - November - 2022

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In 1-2 Days

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