An Overview of the Relationship between Soft Drinks Consumer Brand Loyalty and Product Promotion: A Comparison of Kenyan and Indian Markets

The concept of brand loyalty has been discussed at length by marketing scholars. However there seem not to be a common agreement as to the main factor that drives the consumers to brand loyalty. This paper explores the relationship between brand loyalty of soft drinks consumers and promotion in Kenya and India. The findings reveal differing effects of promotion on loyalty of consumers (R² = .406, p=0.000 for Indian Market and R²= .602, p=0.000 for the Kenyan market) implying that the predictor account for 40.6% in the Indian market and 60.2% in the Kenyan market variation for level of brand loyalty.