Theology

                                                            CHAPTER 1

                                                         1.0. Introduction

This is a research proposal on competitiveness of Soya flakes manufacturers brands in the Zimbabwean local market. The researcher’s motivation of the study emerged from the need to help the company (nutresco) in deciding how best the brands can be maintained or improved so as to remain competitive in the market that is dominated by big giants, for example royal, nutromark, true foods and a host of others. Apart from revealing the key factors that affect brand preference, the researcher also sought to investigate loyalty status of the Zimbabwean Soya flakes market. .More so, the study will be carried out against the backdrop of an increasingly shrinking market share, as well as increasing competition from new entrants.

1.1. Background of the problem

 If an organization is to remain competitive in the market, it is imperative to carryout research surveys on different aspects of its products against its competitors’. Dillon et al (1993:8) highlighted the importance of carrying out a research by an organization. He  recognized that interpreted and analyzed research data helps to ‘uncover opportunities and reduce the risks in decision making, that is it reveals the path that the organization can exploit and help the organization again to avoid actions that can avoid or hinder them from attaining their set organizational goals. Consequently this study was carried out to enable Soya flakes Products Manufacturers to identify their strengths, weaknesses and threats so that marketing action can be implemented thereafter and enables a viable operation that would lessen weaknesses and threats by exploiting areas of strength.

The essence of this study was attributed by the fact that the findings would help in deciding how best the brands could be maintained or improved so as to remain competitive. Apart from revealing the key factors that affect brand preference, the researcher sought to investigate loyalty status of the Zimbabwean Soya flakes market. The study was also designed to unearth the challenge competing brands pose on each other and to establish how these brands are perceived in the market.

1.2. Objectives of the study

The following are the objectives of carrying out this study:

• To compare awareness levels of Soya flakes brands.
• To investigate how customers perceive product quality of competing brands.
• To establish reasons for brand preference
• To determine satisfaction levels of customers to their preferred brands.
• To assess brand loyalty levels of the competing brands.
• To identify the key strengths and weaknesses of the brands.

1.3. Research questions

My research seeks to answer the following questions:

• What are the awareness levels of Soya flakes brands?
•  How do customers perceive product quality of competing brands?
• What are the reasons for brand preference?
• What are the satisfaction levels of customers to their preferred brands?
• What are the loyalty levels of the competing brands?
• What are the key strengths and weaknesses of the brands?

Summary

In this chapter, the purpose of the research was revealed. It started with an introduction of the topic under consideration and the key result areas that the researcher wanted to have a look at. The researcher went on to look at the background of the problem, on this aspect the researcher touched on several complaints that were raised by consumers about the brand and a continuous decline of market share for the company’s brand. Objectives of the study were also revealed, as well as the research questions.