The Contribution of brand recognition in enhancing customer retention in the buying of Tea products in Zimbabwe: a Case Study of Tanganda Tea Company

Abstract

This study was based on the contribution of brand recognition in enhancing customer retention in the buying of tea products in Zimbabwe. Thus, this was achieved through a questionnaire survey involving customers, marketing managers and Tanganda Tea Company employees. Accordingly, the findings indicate that customers are familiar with the Tanganda brand, Tanganda Tea Company provides tea products that are relevant to their needs, customers consider Tanganda products to be of high quality and far better than the other tea brands as they are distinct from other tea brands, respondents also supported the use of traditional media such as TV, radio, roadshows and social media, the majority of the respondents stated that they obtain higher satisfaction from buying Tanganda tea than any other brand, the majority of the customers indicated that they are willing to accept a premium price for Tanganda tea because they recognize its brands and that they would recommend others to buy Tanganda brands. Similarly, the results of the study indicate that brand recognition has positive attributes such as brand knowledge, brand relevance, brand perceived quality and brand esteem which have positive effects on customer retention for tea products. In conclusion, Tanganda tea products are considered to have an effect on repeat purchases as most customers regard the Tanganda Tea products to be better than competing brands. Conclusively, the study recommends that Tanganda Tea Company employ brand recognition strategies to ensure higher levels of customer.