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
This work is licensed under a Creative Commons Attribution 4.0 International License.
By submitting a manuscript to IJRDO – Journal of Business Management, the author(s) confirm that the work is original and does not infringe upon any existing copyrights or third-party rights.
Authors retain responsibility for the content of their work. In cases of proven ethical misconduct such as plagiarism or duplicate publication, the journal reserves the right to take appropriate action, which may include correction or retraction, in accordance with publication ethics.
This work is licensed under a 