Product Innovation, Price Level And Competitive Advantage: A Perception Assessment Of Beer Products
This study evaluates the effect of product innovation and prices on competitive advantage of beer products in Kabale Uganda, by analyzing responses obtained through questionnaires using multiple regression analysis. From analysis of respondents, the percentage of targeted respondents that actu...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | en_US |
| Published: |
Universitas Merdeka Melang
2022
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.12493/708 |
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| Summary: | This study evaluates the effect of product innovation and prices on competitive
advantage of beer products in Kabale Uganda, by analyzing responses obtained
through questionnaires using multiple regression analysis. From analysis of
respondents, the percentage of targeted respondents that actually responded to
the questionnaire was 96%. From the preliminary analysis conducted in this
study, majority of respondents have the following attributes,1 ) diploma level
education, 2) are males, 3) aged between 36-45 years, and 4) prefer Nile lager
beer. The data approximates normal distribution, with absence of
multicollinearity. The results of the multiple regression analysis indicate that
product innovation and prices have significant effect on competitive advantage
among beer products and producers in Kabale Uganda. We therefore conclude
that innovation and prices have positive and significant predictive effect on
competitive advantage. Hence, the firms could enhance competitive advantage by
paying attention to innovation and prices variables. We therefore recommend,
amongst others, that that brand managers should prioritize innovation and prices
as strategies to attract and sustain competitive advantage. |
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