INCIDENCE DU LANCEMENT DE LA BIERE PRIMUS SOUS LE LABEL PETITE YA QUARTIER PAR LA BRALIMA SUR LA CONSOMMATION A KINDU EN 2016
Abstract
The brewing sector is marketed by the permanent and active search for the implementation of niew strategies in order to face up to real competition ; the goal is to maximize sales through new ones. The main concern of this research is to know why BRALIMA decided to launch PRIMUS beer on the market under the PETITE YA QUARTIER label. Thus, we argued that this decision was motived by the desire to attract the greatest number of customers through a strategy of psychologically lowering the price.
Indeed, the interpretation of the results from the statistical processing of our data reveals that this strategy has a positive impact on the consumption of PRIMUS beer in Kindu, because the estimate of monthly consumption one year after the launch (2016) is more than double that observed before (2015).
Downloads
References
De Landshere, G. (1982). Introduction à la recherche de l’éducation. Paris : PUF.
Grawitz, M. (1974). Méthode en sciences sociale. Paris, Dalloz.
Grawitz, M. (2001). Méthode en science sociale. Paris : Dalloz
Jolibert (2006). Marketing fondement et pratique. Paris : Publi-union
Kotler et Dubois (1997). Marketing management. Paris : Publi-union.
Lamoureux, A. (2006). Recherche et méthode en sciences humaines. Québec : Beauchemin.
Lendrevie-Levy (2014). Mercator. Paris: marketing
Loubet del Bayle, J.L. (2000). Initiation aux méthodes des sciences sociales. Paris-Montréal: L’Harmattan.
Michel, G. (2013). Mangement transversale de la marque : une exploration au cœur de la marque. Paris : Mangement.
Muchielli, R. (1971). Questionnaire d’enquête psycho-social. Paris : ESF.
Ediba, A. (2016-2017). Question spéciale de marketing. Cours inédit, L2 SCA. Kisangani : ISP/ Kisangani.
Isege, J. 2016). Principes de l’économétrie. Cours inédit, L1 SCA. Kisangani : ISP /Kisangani.
Ediyazola, F. (2015). Pratique de marketing stratégique dans une entreprise Brassicole pour le lancement d’un produit. Cas de la « Legend » de la BRALIMA/Kisangani. Mémoire inédit, L2 Marketing. Kisangani : ISC/Kisangani.
Walo, E. (2012). Facteurs motivationnels de la consommation de la bière Mutzig par les femmes de Kisangani. Mémoire inédit, L2 FPSE. Kisangani: UNIKIS.
Maliani, K. (1999). Incidence de prix sur la quantité offerte par la BRALIMA /Kisangani. Cas de bière Primus. Mémoire, inédit, L2 FSEG. Kisangani : UNIKIS.
Murefu. K. (2010). Evolution de production et des produits BRALIMA/Kisangani. Mémoire de licence inédit. Kisangani : ISC/Kisangani.
Dictionnaire Petit Larousse (2010).
Dictionnaire de Grand Robert (1995).
www.marketing.com
www.Toupie.org
Copyright (c) 2022 IJRDO - Journal of Business Management
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Author(s) and co-author(s) jointly and severally represent and warrant that the Article is original with the author(s) and does not infringe any copyright or violate any other right of any third parties, and that the Article has not been published elsewhere. Author(s) agree to the terms that the IJRDO Journal will have the full right to remove the published article on any misconduct found in the published article.
