COUNTRY OF ORIGIN EFFECTS AND LOYALTY FOR CEMENT BRANDS

IN UGANDA

THURANIRA THIMANGU

REG NO. 2006/HD10/8233K

A RESEARCH REPORT SUBMITED IN PARTIAL FULFILLMENT OF

REQUIREMENT FOR THE DEGREE OF MASTER OF SCIENCE

IN MARKETING OF MAKERERE UNIVERSITY

DECEMBER 2010

DECLARATION

I declare that the work presented and submitted is original and has never been done for any

other degree award in any other university before.

Signature ………………………………………………………….

Thuranira Thimangu

[Student]

Signature …………………………………………………………….

Dr. Joseph Ntayi

[Supervisor]

Signature …………………………………………

Charles Omagor

[Supervisor]

ii

DEDICATION

This research is heartedly dedicated to my parents(Mzee M’thimangu and Martha Mwonjiru)

who struggled to raise and educate us through difficulties and especially my late father Mzee

Andrew M’thimangu who at one time had to chose not to pay court fine and opted to go to

jail during the colonial era so that he could pay fees for his children(RIP).

iii

ACKNOWLEDGEMENT

Though I did this research report single handedly, I was socially and technically offered

support by a number of individuals and parties that I feel indebted to mention.

I hereby acknowledge my supervisors, Dr Joseph Ntayi and Mr. Charles Omagor who

critically guided me throughout the entire research project. Encouragement also from my

wife Damaris who mentally inspired me cannot go unmentioned and my children also

Kithinji, Karei and Mwendwa who always kept on asking me when I was going to graduate.

Also to all friends who assisted and encouraged me in any way are highly acknowledged.

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TABLE OF CONTENTS

DECLARATION.......................................................................................................................iiDEDICATION..........................................................................................................................iiiACKNOWLEDGEMENT........................................................................................................ivABSTRACT.............................................................................................................................viiCHAPTER ONE........................................................................................................................11.0 Background..........................................................................................................................11.1 Statement of the problem.....................................................................................................21.4 Research hypotheses............................................................................................................31.5 Significance of the study......................................................................................................31.6 Conceptual framework.........................................................................................................41.7 Scope of the study................................................................................................................5CHAPTER TWO: LITERATURE REVIEW...........................................................................62.1 Country of Origin and brand loyalty....................................................................................62.2 Perceived quality and brand loyalty.....................................................................................82.3 Perceived Value and brand loyalty......................................................................................92.4 Brand loyalty......................................................................................................................10CHAPTER THREE: RESEARCH METHODOLOGY...........................................................123.1 Research Design.................................................................................................................123.2 Population and Sampling design........................................................................................123.3 Data Collection...................................................................................................................133.4 Research instrument...........................................................................................................133.5 Data collection Method......................................................................................................133.6 Research Procedure............................................................................................................143.7 Data quality control............................................................................................................153.8 Measurements of variables.................................................................................................153.9 Data analysis methods......................................................................................................16CHAPTER FOUR: RESULTS AND FINDINGS OF THE STUDY......................................174.0 Introduction........................................................................................................................174.1 Sample characteristics........................................................................................................184.2 The level of Country of Origin Effects, Brand Loyalty, Perceived Value and Perceived Quality among Cement users in Uganda..................................................................................244.3 Relationships between Variables.......................................................................................264.4 Regression Analysis...........................................................................................................28

v

4.5 Further Findings.................................................................................................................29CHAPTER FIVE: DISCUSSION, RECOMMENDATIONS AND CONCLUSIONS...........315.1 Introduction..................................................................................................................315.2 The level of Country of Origin Effects, Brand Loyalty, Perceived Value and Perceived Quality among Cement users in Uganda.................................................................315.3 Country of Origin effects and Brand Loyalty..............................................................325.4 Country of Origin Effects, Perceived Value and Brand Loyalty.................................335.5 Country Of Origin Effects, Perceived Quality, Perceived Value And Brand Loyalty.345.6 Conclusions..................................................................................................................345.7 Recommendations........................................................................................................355.8 Areas for further research.............................................................................................36REFERENCES.......................................................................................................................38

vi

ABSTRACT

This study was aimed at examination of the level of the Country of Origin effects, Perceived

Value, Perceived Quality among the Cement users, and examine how these variables are

related to the Brand Loyalty element. To efficiently conduct the study, the researcher targeted

108 Hardware dealers located in Kampala who sell cement as per the rationale of Krejcie and

Morgan (1970) to make a more scientifically justifiable sampling frame. The results indicated

positive relationships between the variables which, were Country of Origin effects, Perceived

value and quality and Brand loyalty. The regression model shows that the various

independent and intervening variables are able to explain 35.1% of Brand Loyalty. After

these findings, various recommendations were raised and these included; To attract more

demand as regards the country of origin, manufacturers who import to Uganda and don’t

have plants in Uganda should rethink putting up factories here. This will have more appeal to

the citizens as they feel it belongs to them. This has been reflected in the results whereby

most of the respondent preferred the brands from Uganda. Manufacturers of these brands

ought to communicate the value of their cement brands to key parties in their markets for

instance the opinion leaders in the construction industry and this will help form the necessary

attitudes toward brands. This can be done through advertisements in both electronic and print

media, through sponsorships, seminars.

vii

viii

CHAPTER ONE

1.0 Background

The Uganda market has continued to attract more cement imports despite surplus production of

cement by two local cement manufacturers (Tororo and Hima cements). The Ugandan cement

market has an annual consumption capacity of more than 1,100 metric tons of cement

(www.ubos.org).This is a market which has mostly been dominated by Rock and Multipurpose

brands from Tororo and Hima respectively. Other players are mostly imports from Kenya, China,

Egypt, South Africa, Turkey, Pakistan etc. The increase in imports despite the availability of

local cement brands is an indication that there is brand switching from local to imported brands.

The imported brands account for more than 47% of the total domestic consumption and their

demand is on the rise (See appendix 1). This increment in imports has been intensified by

competition on the local market. Due to this competition from imports, the local manufacturers

have embarked on exploring export markets for the surplus and they are realizing positive results

(see appendix). The period 2004 to 2008, the cement Imports increased by 146% while on the

other hand, the Local Production in the country increased by 29%. This could be attributed to

increased demand in the Ugandan market. However the big increase for the imports is a

reflection of consumer’s preference for imported cement

The total production in Uganda is more than 1,500mt annually against a demand of 1,100mt.

(www.tororocement.com and daily monitor of 17/07/2009). This means there is surplus and

consumers are still buying imports and this can be attributed to quality issues because there has

been fake cement in the market due to adulteration and this has made the consumer perceive

imported cement as better in terms of quality and value (Conan Businge, New Vision of

1/07/2009, and Godfrey Kimono, New Vision of 10/01/2010). With this in mind, it is no surprise

that exports increased by 994% and the Net Domestic Consumption increased by 48% between

2004-2008 (www.ubos.org). In addition, the Uganda manufacturers association has advocated

Ugandans to buy Ugandan product as a way of promoting brand loyalty amongst Ugandans due

to competition from imports (www.ubos.org).

It is against this background that this study seeks to establish the relationship between Coo

effects and brand loyalty, Perceived value and perceived quality.

Uganda consumption of imported cement brands has been observed to be on the rise despite

abundance of local brands (2009 UBOS Import Records). There is a growing interest and

demand among Ugandan consumers for imported brands for foreign brands this could be

attributed to Country of Origin effects, negative effects associated with the Perceived Quality

and Perceived Value of these local brands which have consequently improved the Loyalty for

imported cement brands.

1.1 Statement of the problem

Uganda usage and transactions of imported cement brands among the Hardware dealers has been

observed to be on the rise despite abundance of local brands (2009, UBOS Import Records). This

growing interest and demand for imported brands for foreign brands could be attributed to

Country of Origin effects, negative effects associated with the Perceived Quality and Perceived

Value of these local brands which have consequently improved the Loyalty for imported cement

brands.

1.2 Purpose of the study

The purpose of the study was examine the level of the Country of Origin effects, Perceived

Value, Perceived Quality among the Cement users, and examine how these variables are related

to the Brand Loyalty element.

1.3 Research Objectives

i. To examine the level of Country of Origin Effects, Brand Loyalty, Perceived Value and

Perceived Quality among Cement users in Uganda.

ii. To establish the relationship between country of Origin effects and brand loyalty.

iii. To establish the relationship between country of origin effects, perceived value and brand

loyalty

iv. To establish the relationship between country of origin effects, perceived quality, perceived

value and brand loyalty.

1.4 Research hypotheses

i. What is the level of Country of Origin Effects, Brand Loyalty, Perceived Value and

Perceived Quality among Cement users in Uganda?

ii. What is the relationship between country of Origin effects and brand loyalty?

iii. What is the relationship between country of origin effects, perceived value and brand

loyalty?

iv. What is the relationship between country of origin effects, perceived quality, perceived

value and brand loyalty?

1.5 Significance of the study

Findings of this study will help the manufacturers of Cement in understanding how the country

of origin effect, affects their export market. This will help them in laying down fundamental

competitive strategies for share of mind, survival, market share expansion, customer retention,

building on customer loyalty etc.

The study will also help marketers’ especially in export markets in understanding the importance

of country of origin and will use the marketing tools of marketing mix at their disposal to capture

either consumer’s positive/negative perception about their respective brands. This will lead to

increased market share.

Consumers will also benefit in understanding their own behavior. With such knowledge,

consumers will be able to make fast viable decisions. For academicians, various proposals will

be suggested for further research. The research will also be of fundamental importance to both

future researchers and academicians in pursuing this subject further.

1.6 Conceptual framework

The conceptual framework will be based on three independent variables viz: country of origin,

perceived quality and perceived value. However, there are other variables like word of mouth,

price, promotion, packaging etc which also have effects on country of origin and brand loyalty.

There are also other moderating variables like government policies and various associations

which also have effects on coo and brand loyalty. The conceptual frame work was mostly

influenced by the following scholars’ works; Carmina and Carlos Flavian (Intrinsic and extrinsic

quality attributes, loyalty and buying intention: an analysis for a PDO product).

Fig 1: Shows conceptualization of how independent variables relate to dependent variable.

1.7 Scope of the study

The study sought to examine the extent to which brand loyalty is influenced by country of origin

and Perceived Quality with the intervening variable as Perceived Value in cement industry. It

defines why consumers have been switching from one brand to another in the Ugandan market.

However due to time and resource limitations, the research concentrated in Kampala market and

analyzed the factors like perceived value, perceived quality, price, packaging, word of mouth,

promotions etc that affect the country of origin in regard to brand loyalty.

COUNTRYOF

ORIGINEFFECTS

PERCEIVED

QUALITY

BRAND

LOYALTYPERCEIVED

VALUE

CHAPTER TWO: LITERATURE REVIEW

2.0 Introduction

This section presents a review on the related literature on the subject under study. It

encompasses, review on various studies presented by various scholars, researchers, analysts and

the authors. Materials will be drawn from various sources closely related to the objectives of the

study. Where appropriate, models will be used to demonstrate the various subtopics mentioned in

the objectives.

2.1 Country of Origin and brand loyalty.

Country of origin is defined as the country with which a particular product or service is

associated. The Country of manufacture (COM), in the case of products, or the Country where

the headquarters are located, in the case of both products and services. Country of origin effect

(COE) can be defined as any influence that the Country of manufacture, assembly or design has

on a consumer’s positive or negative perception of a product (McKenzie-Minifie, 2007).

According to Usunier (2006), country of origin effect poses a barrier to enter new markets in the

form of negative consumer bias toward imported products.

The country of origin as the country where corporate headquarters’ of the company marketing

the product or brand is located. This is the home country for the company (Usunier ,2006).

Country of origin (COO) perceptions is the mental associations and beliefs triggered by a

Country. Country image may be an asset when it is positive and a liability when it is negative. A

positive image is important to strengthen a Country’s image and help domestic marketers who

export and to attract foreign firms and investors (Ahmed et al., 2004). Marketers want to use

country of origin perceptions in the most advantageous way possible to sell their products and

services

Liberalization and deregulation of world markets have driven many companies to

internationalize their marketing activities to survive and grow. Success internationally clearly

depends on the acceptability of products by consumers in different countries (Kaynak, 2000).

During the past several decades, country-of-origin research has attracted significant attention

from researchers and practitioners alike around the globe (Erickson, 1984; Lusk et al., 2006).

Part of the reason for this continuous interest in the subject area is attributable to increased global

competition among foreign firms operating in different parts of the globe. These firms, in most

cases, are not only offering more variety and assortment of products but also offering them at

very competitive prices. This, coupled with the increased standards of living and improved

lifestyles of consumers around the world, and improved global communication and increased use

of Internet-based communication means, target customers in markets worldwide are exposed to

and are selecting from a wider range of foreign products/brands than ever before. From a

marketing standpoint, Companies that are operating in competitive domestic and foreign markets

need to understand consumers’ perceptions and evaluations of foreign made products more than

ever before (Lusk et al., 2006). Accordingly, marketers have shown a growing interest in

understanding the factors that affect consumers’ evaluations of foreign products against domestic

ones.

Therefore, researchers in marketing started investigating the marketplace behavior of consumers

in cross-cultural/national settings more than before. Despite this increased interest, studies that

investigate the product perceptions and judgments of consumers in developing countries and

newly emerging economies are relatively low (Golan et al., 2007). This scarcity exists even

though multinational companies around the world have expanded their operations in many

developing countries of Latin America, Africa, the Middle East and Asia-Pacific region, and

have faced significant challenges (Roth and Romeo, 1992; Bhaskaran and Sukumaran, 2007).

Also, a significant population growth and increased consumer wealth and purchasing power in

advanced developing countries offer greater market opportunities to western companies whose

domestic markets, in most cases, have already reached maturity stage and/or are highly

competitive due to significant numbers of foreign competitors in those markets and saturated

home market demand.

Country of origin effects are of particular interest to international marketing researchers because

of their impact on the evaluations that help to influence customers’ purchase decisions. We often

hear comments like ‘Japanese cars are reliable’, and that Germany leads the world in engineering

technology. Hence we can conclude that country of origin perceptions help to form overall

attitudes on certain product attributes and also have some impact on customers.

2.2 Perceived quality and brand loyalty

According to business dictionary, perceived quality is the Consumer's opinion of a product's (or a

brand) ability to fulfill his or her expectations. It may have little or nothing to do with the actual

excellence of the product, and is based on the firms (or brand's) current public image.

Consumer’s experience with the firm's other products, and the influence of the opinion leaders,

consumer's peer group, and others. Olshavsky (1985, in Rowley, 1998) views quality views as a

form of overall evaluation of a product. Similarly, Holbrook and corfman (1981, in Rowley,

1998) suggested that quality acts as a relatively global value judgment which is created in

relationship between customers and suppliers. Coo and its level of development and brand

familiarity leads to positive brand evaluation and hence brand loyalty.

2.3 Perceived Value and brand loyalty

According to different authors, customer perceived value is a multidimensional concept, which

presents a trade-off between benefits and sacrifices perceived by customers in a supplier’s

offering (e.g.Woodruff et al., 1993; Zeithaml et al., 1996; Snoj and Gabrijan, 2000; Slater and

Narver, 2000; Ulaga and Chacour, 2001) Perceived benefits are a combination of different

attributes of products (tangible and intangible intrinsic and extrinsic etc.), available in relation to

a particular buy and use situation. Perceived sacrifice are a combination of a nominal price and

all other costs of product acquisition and its use (e.g. Zeithaml, 1988; Monroe, 1990; Pisnik,

2000; Slater and Narver, 2000; Ulaga and Chacour, 2001).

The utility theory, which lies at the foundation of the modern microeconomic theory, provides a

theoretical underpinning for the value concept Lanchester, 1971, in Caruana et al., 2000). This

approach stresses that very often customers do not buy products (i.e. goods, services) for their

own sake. They buy bundles of attributes which derive value according to the utility (benefits)

provided by the combination of attributes less the disutility represented by their sacrifices in

obtaining the product. In other words, the value is conceptualized as a customer’s perceived net

trade-off received from all relevant benefits and costs or sacrifices delivered by a product or

service or supplier and its use. This platform is also used in most discussions of customer value

research (e.g. Raghubir, 1998; Sinha and DeSarbo, 1998; Flint and Woodruff, 2001).

2.4 Brand loyalty

One of the definitions of brand loyalty that has made the greatest impact in the specialist

proposes that loyalty reflects: a deeply held commitment to rebuy or repatronize a preferred

product/service consistently in the future, thereby causing repetitive same-brand or same brand

buying, despite situational influences and marketing efforts having the potential to cause

switching behaviour (Oliver, 1999; Erdem et al., 2006).

This definition brings out the differences between the two analytic perspectives considered in the

majority of recent papers (Barroso and Martin, 1999; Caruana, 2002):

I. From a behavioral standpoint, loyalty is seen as effective consumer behavior toward a

specific product, brand or establishment over time. In this approach, loyalty is analyzed on

the basis of repeat purchase or relative purchase volume patterns for the same brands or

establishments (Dunn and Wrigley, 1984; Sniehotta et al., 2005).

II. From the attitudinal standpoint, the behavioral approach is considered insufficient to

explain how and why true loyalty develops and is maintained (Dick and Basu, 1994;

Sniehotta et al., 2005). These authors argue that loyalty can only be viewed as an attitude

when positive affects and feelings toward a product or brands are involved.

Similarly, the concept of buying intentions reflects consumers' foreseeable behavior in short-

term future buying decisions (e.g. what product or brand the consumer will buy when he visits

the supermarket next.

More specifically, we would point out that buying intention is a future projection of consumer

behavior that will significantly contribute to the configuration of attitudes. Indeed, if we examine

the basic components of the attitudes model, we find that attitudes in fact develop due to a

combination of three basic elements associated with beliefs, emotional responses and the

foreseeable actions of the consumer (Asael, 1995; Snoj et al., 2004).

Specifically, the cognitive component reflects individuals' knowledge of and beliefs about a

given product or service (Wood, 2004), while the affective component arises as a result of a

person's emotions or feelings toward a product or service. Finally, the conative or behavioral

component would be the expression of the consumer's buying intention (Shukla, 2009)

Meanwhile, attitudes develop over time via a process of learning and are affected by family

influences, the social groups to which the individual belongs or aspires to belong, the

information received, experience and personality.

CHAPTER THREE: RESEARCH METHODOLOGY.

3.0 Introduction

This is a chapter that describes the Methodology that was used as an aid to carrying out the

research study. It is a plan for selecting the sources and types of information used to answer the

research question. It provides answers for such questions as; what techniques will be used to

gather data? What population will be studied? What kind of sampling will be used? How will

data be collected? And how will data be analyzed.

3.1 Research Design.

The study took on the form of a cross-sectional survey to effect the study. This survey approach

allowed the researcher to collect the information and conduct the study over a short period of

time as opposed to a longitudinal approach which involves studies over longer periods, normally

in years.. This was coupled with a quantitative approach to analyzing the research data. This

research used quantitative design and a field survey was conducted as well. The survey design

was based on the use of questionnaires that were used as data collection instruments. This study

focused only on the Kampala based firms.

3.2 Population and Sampling design.

3.2.1 Population and sample size

The population was 150 Hardware dealers who are operating in Kampala (Mugenyi, 2010), The

sample frame comprised 108 Hardware dealers located in Kampala who sell cement as per the

rationale of Krejcie and Morgan (1970).

3.2.2 Sampling Techniques.

The researcher used convenient sampling until the desired number of respondents had been

attained.

3.3 Data Collection.

3.3.1 Type of Data;

Data used can be divided into two categories; primary and secondary data. Primary data sources

included data acquired using questionnaires while the secondary data sources included journals,

websites and other relevant publications.

3.4 Research instrument

The Primary data was gathered using a pre-tested and structured questionnaire. The

questionnaire was delivered physically to the potential respondents participating in the study for

the purpose of ensuring that a high response rate is attained (Kothari 2005). The questionnaire

Was designed using items for each of the variables which were tapped using a 5 point likert scale

such that 1 represents Strongly Agree, 2 – Disagree, 3 – Uncertain, 4- Disagree and 5- Strongly

Agree.

3.5 Data collection Method.

Survey method of data collection was used for collecting the primary data for this research. The

survey method involved questioning people and recording their responses for analysis. Since the

research was about country of origin and the factors that influence brand loyalty, the survey

method was the most appropriate data collection methods since it was to enable the researcher

collect primary data on opinions and attitudes towards each brand of cement.

3.6 Research Procedure.

The procedure that was followed in data collection was as follows;

(a) Four research assistants were recruited by the researcher two weeks prior to

commencement of the survey. They were trained on how to administer the questionnaires, and to

understand the research problems and objectives at hand.

(c) On a random basis, research assistants interviewed any Hardware dealer who was availed

information and also consumers who came to the hardware to buy cement.

(d) All the filled questionnaires were brought to a central place as they were completed and

were edited and coded as soon as a satisfactory number had been received. Full analysis of the

raw data was done using computer package SPSS to make statistical inferences. The researcher

oversaw the entire process of data collection and was personally monitored the analysis of data.

3.7 Data quality control

3.7.1 Reliability and Validity

The purpose of reliability was to examine the level of consistence among the questionnaire

items. This study employed the Cronbach alpha value as a tool for reliability examination, the

bigger the Cronbach's alpha value, the higher internal consistency was. Validity has to do with

ensuring that the items measure what they are supposed to. The validity was a measured using

the Content Validity Index.

Table 3.7.1 Reliability and Validity

Variable Anchor Cronbach Alpha ContentValidity Index

Country of Origin 5 Point 0.860 0.786

Perceived Quality 5 Point 0.835 0.778

Perceived Value 5 Point 0.888 0.824

Brand Loyalty 5 Point 0.799 0.833

Source : Primary Data

From the table above, the results indicated that the Cronbach Alpha, the Content Validity Index

were both bigger than 0.60, showing acceptable levels of validity and reliability..

3.8 Measurements of variables

3.8.1 Country of origin

This variable was measured with reference to the work of Fazio (1987, 1990). Their method for

measuring the country of origin involves the “naming method” which involves presenting

consumers with the brand name of a product and evaluation of the attitudes towards these brands.

3.8.2 Perceived Value

The multi-dimensional measure developed by Sweenay and Soutar (2001) was used to measure

perceived value.

3.8.3 Perceived Quality

To measure perceptions of overall quality, a two-item, semantic differential scale was used,

patterned after scales used in previous studies (Han, 1986., 1994).

3.8.4 Brand loyalty

This variable was measured with reference to the scale developed by Beatty and Kahle (1988).

3.9 Data analysis methods.

The researcher generated information by analyzing data after collection. The data analyzed using

statistical procedures. The data was analyzed through the use of descriptive and inferential

statistics. Cross tabulations, Chi-square, correlation and regression among others, were employed

to adequately address the research requirements. Further, the researcher interpreted these

findings in the light of the research questions. The researcher mainly used the SPSS (Statistical

Package for the Social Scientist) computer package to analyze the data in this study.

CHAPTER FOUR: RESULTS AND FINDINGS OF THE STUDY

4.0 Introduction

The results from the analysis of the data were presented in this chapter using statistical tables

such as the cross tabulations, Correlations and regressions. The results were presented as per the

following research objectives;

i. To examine the level of Country of Origin Effects, Brand Loyalty, Perceived Value and

Perceived Quality among Cement users in Uganda.

ii. To establish the relationship between country of Origin effects and brand loyalty.

iii. To establish the relationship between country of origin effects, perceived value and brand

loyalty

iv. To establish the relationship between countries of origin effects, perceived quality,

perceived value and brand loyalty.

a. Sample characteristics

4.1.1 Age Group and Gender Distribution

The results in the table below show the age group and the gender of the individuals that were

interviewed.

Table 4.1.1 Age Group and Gender Distribution

GenderTotal

Male Female

Age of the respondent

18 - 30 yrsCount 22 15 37Row % 59.5% 40.5% 100.0%

31 - 40 yrsCount 27 17 44Row % 61.4% 38.6% 100.0%

41 - 50 yrsCount 14 2 16Row % 87.5% 12.5% 100.0%

Over 50 yrsCount 4 1 5Row % 80.0% 20.0% 100.0%

TotalCount 67 35 102Sample % 65.7% 34.3% 100.0%

Source : Primary Data

Results in table 4.1.1 show that 65.7% are male and 34.3% of the respondents are female. Most

of the hardware dealers were in the 31- 40 year age group and 61.4% of these were Male and

38.6% of them were female. In the 18 – 30 year age bracket, 59.5% were male and 40,5% were

female. It should be noted that overall, there were more males than females and this was

observed to apply for all the age group categories,. The over 50 year age bracket had females

constituting only 20.0% and the dominant gender were the male dealers.

4.1.2 Highest level of education and Gender Distribution

Results for the highest level of education and the gender of the respondents were as indicated

below:

Table 4.1.2 Highest level of education and Gender Distribution

GenderTotal

Male Female

Highest level of education

O levelCount 9 9

Row % 100.0% 100.0%

A levelCount 14 12 26

Row % 53.8% 46.2% 100.0%

DiplomaCount 29 14 43

Row % 67.4% 32.6% 100.0%

DegreeCount 8 8 16

Row % 50.0% 50.0% 100.0%

Post GraduateCount 3 1 4

Row % 75.0% 25.0% 100.0%

OthersCount 4 4

Row % 100.0% 100.0%

TotalCount 67 35 102

Sample % 65.7% 34.3% 100.0%Source : Primary Data

Among females, there were no dealers holding only the O level certificate. With Post Graduate

qualifications, the majority of the respondents were Male (75.0%) and only 25.0% were female.

With the Bachelors degree, the researcher noted that there was an equal proportion for both male

and female dealers, each category taking up 50.0% of the respondents.

4.1.3 Period the business been operating and Nature of your business Distribution

The results the business nature and the number of years it has been operating.

Table 4.1.3 Period of business operation and Nature of business

Nature of your businessTotal

Wholesaler Retailer Others

Period the business been operating

1 - 5 yrsCount 6 29 2 37

Row % 16.2% 78.4% 5.4% 100.0%

6 - 10 yrsCount 19 28 47

Row % 40.4% 59.6% 100.0%

11 - 15 yrsCount 4 8 12

Row % 33.3% 66.7% 100.0%

Over 15 yrsCount 3 2 1 6

Row % 50.0% 33.3% 16.7% 100.0%

TotalCount 32 67 3 102

Sample % 31.4% 65.7% 2.9% 100.0%Source : Primary Data

Most of the firms are retailers with 65.7% followed by wholesalers with 31.4% and finally others

with 2.9%. It should be noted that most of the business which is 1-5years, 6-10yrs and 11-15yrs

old are retailers (78.4%, 59.6% and 66.7% respectively). Firms over 15yrs are mostly

wholesalers (50.0).

4.1.4 Number of employees the business has got and Business category Distribution

Results for the number of employees in different business categories.

Table 4.1.4 Number of employees in the business and Business category Distribution

Business category

TotalSole Proprietorship Partnership

Limited Liability Company

Number of employees the business has got

0 - 4Count 46 11 57

Row % 80.7% 19.3% 100.0%

5 - 49Count 12 15 15 42

Row % 28.6% 35.7% 35.7% 100.0%

50 - 99Count 2 1 3

Row % 66.7% 33.3% 100.0%

TotalCount 60 27 15 102

Sample % 58.8% 26.5% 14.7% 100.0%

Source : Primary Data

Sole proprietorship had the highest number of employee’s (58.8%) followed by

Partnership (26.5%) and then Ltd Liability Company (14.7%). Most firms also have some 5-49

employees and also a small proportion had 50- 99 employees.

4.1.5 Most preferred cement brand and the amount of capital that the business is

operating with Distribution.

Results for the amount of capital the firms are operating with and their preferred brands.

Table 4.1.5 Most preferred cement brand and Operational capital

The amount of capital that the business is operating with Total

1 - 4 5 - 9 10 - 14 15 & Above

Most preferred cement brand

BamburiCount 7 1 8

Row % 87.5% 12.5% 100.0%

HimaCount 5 11 12 12 40Row % 12.5% 27.5% 30.0% 30.0% 100.0%

Blue TriangleCount 2 2

Row % 100.0% 100.0%

TororoCount 6 17 11 17 51Row % 11.8% 33.3% 21.6% 33.3% 100.0%

OthersCount 1 1

Row % 100.0% 100.0%

TotalCount 11 35 23 33 102Sample % 10.8% 34.3% 22.5% 32.4% 100.0%

Source : Primary Data

Majority of the business operated with capital between 5-9 millions (34.3%).Hima and Tororo

cement were preferred by all firms with different operating capital. It should be noted that among

businesses operating with more than 15 millions, most had preference for all brands.

4.1.6 Period the business been operating and Countries whose brands are preferred

Distribution

Results for the country of origin preference as per the number of years it has been in business.

Table 4.1.6 Period of business operating and Countries whose brands are preferred

Countries whose brands are preferred Total

Kenya Uganda Dubai Pakistan

Period the business been operating

1 - 5 yrsCount 36 1 37

Row % 97.3% 2.7% 100.0%

6 - 10 yrsCount 1 46 47

Row % 2.1% 97.9% 100.0%

11 - 15 yrsCount 12 12

Row % 100.0% 100.0%

Over 15 yrsCount 2 3 1 6

Row % 33.3% 50.0% 16.7% 100.0%

TotalCount 3 97 1 1 102Sample % 2.9% 95.1% 1.0% 1.0% 100.0%

Source : Primary Data

Brands from Uganda are the most preferred (95.1%), followed by Kenyan brands with 2.9% and

then Pakistan and Dubai with 1% each. The firms which have operated for 11-15yrs have

preference for mainly Ugandan brands. This indicates the challenge faced by importers of

foreign brands and gives a hint for the marketing communication that should be employed.

4.2 The level of Country of Origin Effects, Brand Loyalty, Perceived Value and

Perceived Quality among Cement users in Uganda.

The results in the table below were presented to explore the level of Country of Origin Effects,

Brand Loyalty, Perceived Value and Perceived Quality among Cement users in Uganda. The

questionnaire had options such that 1 represents Strongly Disagree, 2 – Disagree, 3-Not Sure, 4 –

Agree, and 5 – Strongly Agree.

Table 4.21 The level of Country of Origin Effects, Brand Loyalty, Perceived Value and

Perceived Quality among Cement users in Uganda.

Descriptives for study variables

N Min Max Mean Std. DeviationCountry of Origin 102 1.00 5.00 3.74 1.01Perceived Quality 102 2.11 5.00 4.15 0.51Perceived Value 102 2.59 5.00 4.08 0.50Brand Loyalty 102 2.67 5.00 3.90 0.53

Source : Primary Data

The results in the table indicated that the Country of Origin effects, Perceived Quality, Perceived

Value and Brand Loyalty all need Improvement by the Product Dealers (Mean ≈ 4.00). These

results in the table above indicate the level of the variables as rated by the respondents which

were the hardware dealers.

Table 4.2.2 Attribute considered by the Cement Dealers

Attributes Percentage Cumulative Percentage

Cement Appearance 35.71 35.71

Cheap Brands 46.43 82.14

Setting Time 10.71 92.86

Source of the cement 7.14 100.00

Total 100.00

Source : Primary Data

For the case of perceived value, enhancement by both manufacturers and promoters should be

done with the following attributes in mind.

A). Cement Appearance. Some brands are darker and others brighter than others depending on

the raw materials they use especially limestone whereby coral limestone is darker. Some

consumers perceive dark cement is good for the floor and bright cement is good for plastering

because you use less soda ash and paint.

b). Setting time. Some cement brands sets fast than others. The perception is that if it sets fast

then you can build fast. However there is the notion that if it sets slowly it gives the mason more

time to work. However we also have cement type or ordinary Portland cement which sets fast

and pozzolanic Portland cement which sets slowly. However it does not matter much because at

the end of 28 days the strength is the same. All in all, besides perceptions, cements are binding

pastes and if they meet the specifications, the desired results will be achieved.

4.3 Relationships between Variables

Pearson (r) correlation Coefficient helped the researcher to understand the nature of the

relationships between the variables.

Table 4.3 Relationships between Variables

Country of Origin

Perceived Quality

Perceived Value

Brand Loyalty

Country of Origin 1.000

Perceived Quality .282** 1.000

Perceived Value .329** .644** 1.000

Brand Loyalty .448** .390** .532** 1.000

** Correlation is significant at the 0.01 level (2-tailed). Source : Primary Data

4.3.1 Country of Origin effects and brand loyalty.

A positive relationship was observed between the Country of Origin effects and the Brand

loyalty (r = .448**, p<.01). These results show that the greater the perception among the dealers

that cement brands from a particular country are superior, the more these dealers will be loyal to

purchasing these products from that particular country.

4.3.2 Country of origin effects, perceived value and brand loyalty

The Country of Origin effects variable was significantly and positively related to perceived value

(r = .329**, p<.01). Perceived value was also positively related to Brand loyalty (r =.532**,

p<.01). When cement buyers believe that a particular country has a history or good reputation in

manufacturing certain products, they will be associated with value for money. In other words,

these buyers will attach value to the cement brands from that particular statement.

4.3.3 Countries of origin effects, perceived quality, perceived value and brand loyalty.

The country of origin effects and perceived quality were positively and significantly related

(r=.282**, p<0.01). This means if consumers believe that cement from a certain country is of

good quality, they will continue buying cement brand.

Perceived quality and brand loyalty.

Perceived quality and brand loyalty are positively and significantly related (r =.390**, p<0.01).

This implies that that if buyers perceive that the cement brand is of good quality they will

continue being loyal to the cement brand.

4.4 Regression Analysis

Regression helped determine the degree to which the Country of Origin, Perceived Quality

And Perceived Value influence the dependent variable.

Table 4.4 Regression Analysis

Unstandardized Coefficients

Standardized Coefficients t Sig.

Model B Std. Error Beta

(Constant) 1.418 .389 3.640 .000

Country of Origin .163 .046 .311 3.569 .001

Perceived Quality .002 .117 .002 .013 .989

Perceived Value .461 .120 .436 3.844 .000

Dependent Variable: Brand Loyalty

R Square .371 F Statistic 18.318

Adjusted R Square .351 Sig. .000

Source : Primary Data

Country of Origin, Perceived Quality and Perceived value have the potential to explain 35.1% of

Variances in Brand Loyalty (Adjusted R Square value = .351). The Perceived Value of the

cement emerged as the best at explaining Brand Loyalty for Cement Customers. The regression

model was also significant (sig. < .05.).

4.5 Further Findings

4.5.1 Analysis of variance (ANOVA) results

The results for ANOVA of the firms on the variables are shown below

Table 4.5.1 Analysis of variance (ANOVA) results

N Mean Std. Deviation Std. Error F Sig.

Country of Origin

Sole Proprietorship 59 3.763 1.006 0.131

.467 .628Partnership 26 3.808 0.849 0.167Limited Liability Company 14 3.500 1.286 0.344

Perceived QualitySole Proprietorship 59 4.281 0.381 0.050

5.263 .007Partnership 27 3.950 0.565 0.109Limited Liability Company 14 3.981 0.694 0.185

Perceived ValueSole Proprietorship 60 4.207 0.414 0.053

5.966 .004Partnership 27 3.830 0.576 0.111Limited Liability Company 14 4.029 0.509 0.136

Brand LoyaltySole Proprietorship 58 4.055 0.513 0.067

7.664 .001Partnership 27 3.735 0.416 0.080

Limited Liability Company 13 3.550 0.547 0.152Source : Primary Data

These businesses were noted to differ significantly on Perceived Quality, Perceived Value and

Brand Loyalty (sig. <.05). It is only on the Country of Origin effects that these firms did not

differ significantly as far as ownership is concerned.

4.5.2 Analysis of variance results for Number of employees by variable.

The results for the variance in the number of employees for the firms.

Table 4.5.2 Analysis of variance results for Number of employees by variable.

N Mean Std. Deviation Std. Error F Sig.

Country of Origin0 – 4 55 3.7455 1.05792 .14265

.247 .7825 – 49 41 3.7561 .94288 .1472550 – 99 3 3.3333 1.15470 .66667

Perceived Quality0 – 4 56 4.1930 .45295 .06053

1.823 .1675 – 49 41 4.0608 .56563 .0883450 – 99 3 4.5556 .48432 .27962

Perceived Value0 – 4 57 4.1267 .49270 .06526

.534 .5885 – 49 41 4.0257 .51063 .0797550 – 99 3 3.9935 .50615 .29222

Brand Loyalty0 – 4 56 4.0302 .51537 .06887

6.031 .0035 – 49 39 3.7630 .49032 .07851

50 – 99 3 3.2323 .11372 .06566Source : Primary Data

The hardware dealers differed significantly on brand loyalty in light of the number of employees

(sig. <.05) as opposed to perceptions of country of origin, perceived value and perceived quality.

CHAPTER FIVE: DISCUSSION, RECOMMENDATIONS AND CONCLUSIONS

5.1 Introduction

This chapter contains the discussion, recommendation, conclusions and areas of future research

that should be pursued by the scholars in time to come to add to the knowledge base relating to

the variables. The discussion was done as per the research objectives, contrasting the findings

with what other scholars have been able to discover in the same field. Recommendations which

indicate the actual course of action that should be taken by the Cement manufacturers are also

contained in this chapter.

5.2 The level of Country of Origin Effects, Brand Loyalty, Perceived Value and

Perceived Quality among Cement users in Uganda.

Findings indicated that the cement manufacturers have a lot to do to make sure that the Country

of Origin effects of the various cement brands, appeal to the consumers so that they may remain

loyal to their cement brands. They too need to improve the perceptions of value and quality of

their respective cement brands if they are to sustain business operations in the country. In an

effort to enhance the country of origin effects so that consumers perceive the cement brands

more favourably, researchers have pointed out the need to precisely determine whether to

standardise or localise the marketing communications. This dilemma, research indicates, is a

major challenge for companies that operate at levels beyond their borders (Minbaeva et al.,

2007). This becomes a challenge given that there are normally vast cultural and geographical

differences between the different markets or countries. In addition, depending on the differences

and the way the marketing communications are designed, it could altogether have a positive or

negative impact on the perceptions of the target market regarding both value and quality of the

product from the foreign country. This notion is shared by other writers like Powers and Loyka

(2007).

Researchers have pointed out a difference between product knowledge levels about brands from

particular countries, their value and quality and the consequent perceptions among the consumers

(Pecotich and Ward, 2007). When consumers are highly knowledgeable about a certain product,

they are bound to rate it the same way even when the manufacturer sets up a plant in a different

country for the brand. On the other hand, when consumers have little or limited knowledge about

the product, they are more likely to rate its value and quality as per the country or origin

(Hamzaoui and Merunka, 2006). This calls for a critical review and knowledge of the market

before the sellers decide on the kind of marketing campaign they are to use.

5.3 Country of Origin effects and Brand Loyalty

The results in the previous chapter showed a positive and significant relationship between the

country of Origin effects and the nature of brand loyalty among the cement buyers. These results

tell us that if the customers attach certain quality attributes, to cement brands from a certain

country for instance, going ahead to relate brands from a particular country with reliability, these

customers are also likely. This can further be understood when we consider the research work of

Holland (2007) which shows that when manufacturers switch the country from which they are

producing their products, it has a significant impact on the Loyalty towards their brands. This is

because these customers often feel comfortable when these products are produced from specific

countries. These findings are also supported by Gurhan-Canli and Maheswaran (2000).

Researchers now contend that the country of origin affect the image portrayed by a certain

product or service to the consumers, and consequently, their willingness to purchase or not

Purchase the product (Ouellet, 2007).

5.4 Country of Origin Effects, Perceived Value and Brand Loyalty

Country of Origin effects were positively related to Perceived Value and Brand Loyalty. This

link between Perceived value and the country of origin indicate that if the consumer believes

cement brands from a particular country are of better monetary value, then the consumer will

continue buying cement brands from that particular country. Also perceived value and brand

loyalty were positively and significantly related. This means that if the buyers believe the worth

of their money is good, then they will continue being loyal to that particular cement brand. This

is further supported by the work of Singh and Sirdeshmukh (2000) who argue that some

antecedes like investment in assets , price and post purchase evaluation leads to perceived value

of a product either positively or negatively.

Marketing activities have a direct link with perceived value as The marketers try to woo buyers

on their product so that they can by them as has been advocated by oh, (2003) and msi (2004) in

their work.

5.5 Country Of Origin Effects, Perceived Quality, Perceived Value And Brand Loyalty.

The results in the previous chapter showed that perceived quality and country of origin were

positively and significantly related. The same too applied to perceived quality and brand loyalty.

The results shows that when customers attach certain quality attributes to a certain country, the

will continue buying cement brands from that specific country. Also the results tell us that if the

customers quality attributes to the cement brand, then they will remain and continue being loyal

to the brand. This is supported supported by the research work of Dawar and Parker (1994)

whereby it’s has been argued that success goes with quality and marketers

should promote strategies that will promote consumers perception on

product quality.

According to work of Duong et al (2004), Perceived quality is related to the

level of service satisfaction. Further, Haddad et al says that perceived quality

is a product of ratings accorded as per the specific aspects of services. It is

therefore prudent that the level of quality perception is determined by some

attributes associated with that service.

5.6 Conclusions

The country of origin effects for a certain cement brand, affect the loyalty towards the brand

among the customers. This implies that cement manufacturers have to make it a point to develop

the right attitude about their countries among their clients.

The Country of origin effects, the Perceived loyalty and the Perceived Quality and Brand

Loyalty have not been well addressed by the cement dealers in Uganda. This leaves a gap for

example with communication; consumers are left to rely on word of mouth for information about

the quality and value of the various brands like Hima, Blue Triangle and Tororo cement.

5.7 Recommendations

The manufacturers of these brands should ensure that they communicate the value of the cement

from those particular countries to key parties in the destination country for instance the opinion

leaders in the construction industry and this will help form the necessary attitudes toward brands

from those countries.

Cement manufacturers should avoid standardised communications because they don’t have the

same impacts in different markets or regions. This calls for localised communication strategies

which will suit that specific market or region so that clients can understand the value of cement.

Also different markets have their diversified cultures and appeals which might call for different

communication strategies.

Cement manufacturers/ players should get locals to market their products because the consumers

feel its one of their own. Also it is important because the locals can speak the local languages

when trying to convince their prospective buyers and clearly bring out the value or advantages of

their cement attributes.

CSR (Corporate Social Responsibility) In order for cement manufacturers /dealers to identify

with the locals and create a conducive relationship with the communities, they should come up

with corporate social responsibility programmes like building schools by donating cement,

reclaiming the quarries by planting trees, sponsoring sports etc.

Also i would advise the players who don’t have plants in Uganda to evaluate putting up factories

here. This will have more appeal to the citizens as they feel it belongs to them.

Cement manufacturers should promote the country of manufacture image through their

governments’ bilateral relationships; advertisements etc to create perception amongst the

consumers those products from specific country are of high value.

Information from the country of manufacture reflecting the product heritage should be clearly

displayed and visible. Labelling should be mandatory for the country of manufacture.

Comments of consumers who have used the cement before should be on the company’s website

testifying on the value and quality of their brands. This will help the prospective buyers to

perceive that the cement is of good quality and value and will be encouraged to buy it.

5.8 Areas for further research

Future researchers are encouraged to investigate the relationship between the Country of

Origin effects and the profitability of the brand. This will highlight which attributes the

companies should focus upon if they are to realise their set profitability targets. I would also

encourage further researchers to investigate other relationship between the country of origin and

price, promotions.

Also future researchers can explore on the relationship between country of origin Effects and

Consumer ethnocentrism.

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Appendix I: Production, Imports and Net Domestic Cement Consumption in Tones for

the period 2004 to 2008 

Table 1: Production, Imports and Net Domestic Cement Consumption in Tones for the

period 2004 to 2008 

Item 2004 2005 2006 2007 2008

Imports 125,578 316,735 266,986 295,863 309,365

Local Prod 653,426 692,710 840,000 840,000 840,000

Exports. 1,889 7,131 15,457 15,489 20,659

Net Domestic

Consumption 763,455 988,786 1,091,529 1,120,374 1,128,706

Source; UBOS (www.ubos.org )

Appendix II Research Instrument MAKERERE UNIVERSITY BUSINESS SCHOOL

Dear Respondent,This questionnaire is intended to facilitate the study on Country of Origin. The purpose of the study is purely academic and your responses will be treated with utmost confidentiality. Kindly spare some time and answer the following questions as candidly as possible. Your name (Company Name) is Optional.Section A: Background Information

1. Gender Male Female

2. Age of the respondent

Age (Years)18 - 30 31 - 40 41 - 50 Over 50

1 2 3 4

3. Highest level of education

QualificationOrdinary

LevelAdvanced

Level Diploma Degree PostGraduate

Others(Please specify)

1 2 3 4 5 6

4. Nature of your business

Business TypeManufacturer Wholesale Retailer Others

1 2 3 4

5. How long has the business been operating or What is your business age?Period Running

Business1-5 yrs 6-10 yrs 11-15 yrs Over 15 yrs

1 2 3 4

6. To which of these categories does your business belong

Business CategorySole

Proprietorship PartnershipLimited

Liability Company1 2 3

Please indicate the number of Partners in the Business…………………..

7. How many employees has your business?

No of Employees

0 - 4 5 - 49 50 - 99 100 & Above

1 2 3 4

21

8. Please state the amount of capital that the business is operating with

9. i.) Please state your most preferred cement brand (Give only one)

Most preffered

brand

Bamburi Hima Portland Tororo Others ( Please Specify)

1 2 3 4

ii.) Kindly state why you prefer that brand

…………………………….……………………………………..

iii.) Which of these countries produces cement brands you prefer above all the rest?

iv.) Why do you prefer cement brands from that particular country?

…………………………….……………………………………..

For the items in the table below, kindly indicate your level of agreement for each with your most preferred Cement brand in mind .

Country of Origin

Stro

ngly

D

isag

ree

Dis

agre

e

Unc

erta

in

Agre

e

Stro

ngly

Ag

ree

1 When buying cement, I always seek to find out what country it was made in. 1 2 3 4 5

2 I feel that it is important to look for a country of origin information when deciding which cement to buy.

1 2 3 4 5

3 To make sure that I buy the highest quality cement, I look to see what country it was manufactured in

1 2 3 4 5

4 If I have a little experience with a certain cement brand, I search for country of origin information about it to help me make a more informed decision.

1 2 3 4 5

5 I refuse to purchase cement without knowing its country of origin. 1 2 3 4 5

6 When purchasing cement, I believe country of origin will determine the reliability of the brand

1 2 3 4 5

Starting Capital

(Millions)

1 – 4 5 – 9 10 – 14 15 & Above

1 2 3 4

Preferred Cement Brand

Produces)

Ken

ya

Tanz

ania

Uga

nda

Portu

gal

Paki

stan

Oth

ers

( Ple

ase

Spec

ify)

1 2 3 4 5

7 When I am buying cement, the country of origin is the first piece of information that I consider.

1 2 3 4 5

8 Cement’s country of origin does determine the quality of the product. 1 2 3 4 5

Stro

ngly

D

isag

ree

Dis

agre

e

Unc

erta

in

Agre

e

Stro

ngly

Ag

ree

9 When buying Cement that has a high risk of underperforming, a person should always look for the country of origin

1 2 3 4 5

10 It is less important to look for country of origin when buying cement that is less expensive.

1 2 3 4 5

11 Seeking country of origin information is less important for inexpensive cement brands than for expensive cement.

1 2 3 4 5

12 I find out cement’s country of origin to determine its quality. 1 2 3 4 5

13 To purchase cement that is acceptable to my family and my friends, I look for its country of origin.

1 2 3 4 5

14 I look for country of origin information to choose the best brand available in a product class.

1 2 3 4 5

Perceived Quality

PQ1 The quality of cement from my current supplier is good 1 2 3 4 5

PQ2 Cement from my supplier is always pure and not tampered with. 1 2 3 4 5

PQ3 Comparing my current supplier with others on the market, I am satisfied with the quality of Cement

1 2 3 4 5

PQ4 My supplier keeps me informed of all cement quality and safety related

information.

1 2 3 4 5

PQ5 My supplier is the best in terms of cement quality. 1 2 3 4 5

PQ6 The quality of cement from my supplier is environmentally friendly 1 2 3 4 5

PQ7 The cement from my supplier is manufactured using the best technology 1 2 3 4 5

PQ8 The buildings structures made with the cement I use are widely known to last

long

1 2 3 4 5

PQ9 The Cement from my supplier has generally a more user friendly composition than that from other suppliers.

1 2 3 4 5

For the items in the table below, kindly indicate your level of agreement for each with your most preferred Cement brand in mind . St

rong

ly

Dis

agre

e

Dis

agre

e

Unc

erta

in

Agre

e

Stro

ngly

Ag

ree

Perceived Value: Functional Value of Cement FV1 The cement brand I use as a whole has been so helpful to my building

structures1 2 3 4 5

FV2 The benefits of the cement have been maintained all of the time 1 2 3 4 5FV3 The level of benefits derived from this brand I use are acceptable compared

with other cement brands1 2 3 4 5

For the items in the table below, kindly indicate your level of agreement for each with your most preferred Cement brand in mind .

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FV4 The benefits of the cement I use are as expected 1 2 3 4 5FV5 The cement brand I use has always been appropriate for my business 1 2 3 4 5

Functional PriceFP1 The payment of interest is fully justified and acceptable 1 2 3 4 5

FP2 The benefit derived form the loan outweigh the expenses associated with it. 1 2 3 4 5

FP3 The total cost that it causes me is reasonable 1 2 3 4 5

FP4 The waiting time until I receive the loan is comfortable 1 2 3 4 5

Emotional Value

EM1 I am happy with the cement brand I use 1 2 3 4 5

EM2 I feel relaxed when purchasing this brand of cement 1 2 3 4 5

EM3 The salesperson give me a positive feeling associated with the cement 1 2 3 4 5

EM4 Cement persons don’t hassle me during all processing of purchasing the cement.

1 2 3 4 5

EM5 In general I feel at ease using this cement brand 1 2 3 4 5

Social ValueSV1 I have come to associate with important people as a result of purchasing

this cement

1 2 3 4 5

SV2 Using this cement brand has improved my importance in my locality 1 2 3 4 5SV3 Many people I know use the same brand of cement 1 2 3 4 5

For the items in the table below, kindly indicate your level of agreement for each with your most preferred Cement brand in mind .

Brand Loyalty

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BR1 I say positive things about my cement brand to other potential customers 1 2 3 4 5BR2 I recommend my current cement brand to someone who seeks my advice. 1 2 3 4 5BR3 I will change to another cement brand as soon as I can 1 2 3 4 5BR4 I have considered using another brand of cement another supplier in the recent

past.

1 2 3 4 5BR5 I would still pay a higher price than to change to another cement brand 1 2 3 4 5BR6 I will continue to purchase this brand of cement as long as I can 1 2 3 4 5BR7 My cement brand gives me the best possible value for money 1 2 3 4 5BR8 I have no complaints regarding my cement brand 1 2 3 4 5

BR9 I intend to continue with my current cement brand in the foreseeable future. 1 2 3 4 5BR10 I adore my Cement (current supplier) 1 2 3 4 5BR11 I would provide referrals to other customers to be supplied by my current

supplier.

1 2 3 4 5BR12 I will change to another supplier if I experience any slight difference in

product and service delivery.1 2 3 4 5