Browsing by Author "Chemutai Shanirah"

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    Green Marketing Practices, Customer Loyalty and Performance of Beverage Companies in Greater Kampala.
    (2025-11-14) Chemutai Shanirah
    This study examined the relationship between green marketing practices, customer loyalty and performance of beverage companies in Uganda while considering those operating in Greater Kampala. The study was guided on four objectives which included examining the relationship between green marketing practices and customer loyalty of beverage companies in Uganda, the relationship between green marketing practices and company performance of beverage companies in Uganda, the relationship between customer loyalty and company performance of beverage companies in Uganda and the mediating effect of customer loyalty on the relationship between green marketing practices and company performance of beverage companies in Uganda. The study considered a cross-sectional survey research design considering quantitative research approach. Data was collected from 90 participants from 45 beverage companies. The study findings revealed that there was a significant and positive relationship between green marketing practices and customer loyalty at beverage companies at (r = .719**, P< 0.01), green marketing practices was also significantly and positively related with company performance at (.743**, P < 0.01) and there was positive and significant relationship between customer loyalty and performance of beverage companies at (r= .888**, P < 0.01). From the regression, combined variables of green marketing practices and customer loyalty collectively accounted for 88.2%, green marketing practices positively and significantly predicted company performance at (Beta = .507, p=.000 < 0.05), customer loyalty also positively and significantly predicted company performance at (Beta = .491, p=.000 < 0.05). The Sobel test indicates a strong mediation effect, with a significant z-value = 7.36151531 and p=0.000< 0.05. Furthermore, the mediation is partial because the direct effect remains significant c′= 0.300**even after the mediator is included in the model. The study recommended that beverage companies should prioritize the adoption of renewable energy sources in their manufacturing and distribution processes, invest in comprehensive educational campaigns that highlight the long-term benefits of sustainable consumption and revise their marketing strategies to incorporate the use of biodegradable and recyclable materials in their promotional tools. It was also recommended that beverage companies reevaluate their marketing strategies to prioritize channels and tactics that resonate more effectively with their target audience and should also conduct a comprehensive review of their business strategies, focusing on areas such as product innovation, market differentiation, and operational efficiency.