The effect of internal brand development and buyer characteristics on brand communication effectiveness: A case of Senator Extra Lager

Abstract

This study was prompted by the fact that the sales performance of Senator Extra Lager has not improved over the last two years in spite of the promotional efforts accorded to it by Uganda Breweries Ltd. This scenario was attributed to ineffective brand communication effectiveness. internal brand development, a disregard for the buyer characteristics, poor promotional messages which have consequently led to the poor brand choice. To conduct the study, the researcher employed a cross-sectional survey design and also managed to interview some 164 customers and 20 staff members, a total of 184 respondents and having gathered the date, the researcher then employed the SPSS software and was able to explore the effect of the independent variables on the dependent variable (Brand communication effectiveness) using the Zero Order correlations and the regression model.

The results of the correlations revealed that there are significant and positive relationships between all the study variables except that between Communication Tools/ Selectors and Message Profile. These results were further confirmed by the regression model and from these the researcher derived conclusions that should be enforced for the successful marketing of the Senator Extra Lager. Several recommendations are also proposed for the company for instance the proper identification of the valid segments by the company and this will help in designating the messages that the company sends out so as to create a positive image on its brand and consequently choose the same brand.