An assessment on the impact of consumerism on business performance. A case study of Bakers Inn Zimbabwe
Chiringa, Stanley M
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Consumerism has become one of the main drivers of price and product quality in the bakery industry in many countries. Researchers have investigated different marketing mix elements to try and explain the effects of consumerism.This research addresses the gap in the literature by assessing the effects of consumerism on business performance being a case study of five bakeries, that are; Lobels, Bakers Inn, Proton, Perfect Bake and Indigenous dollar for two bakeries. An explanatory or causal research design was employed mainly to explain the causal relationship that exists between consumerism and business performance in terms of sales, profitability and market share. Random sampling was employed in selecting a total of 100 respondents who were categorized into three classes namely, individual customers, corporate customers and Bakers Inn employees. The data collection instruments used were questionnaires for all the three classes and a survey interview for merchandisers. The findings were presented in tables, figures and text and all findings were interpreted and analysed establishing links between the present findings and the reviewed literature the data was then analysed using regression and correlation analysis. The research discovered that there is a moderate relationship of 0.506 between consumerism and business performance. Overally the research outlines that there are positive and negative consequences for adopting or not adopting consumerism in pricing, placing, promoting and producing a product and these have a direct effect on the business performance of an organisation.
- Department of Marketing