Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwanda


  • Nimusima Pereez Department of Marketing and Human Resource, College of Business and Economics, University of Rwanda, Kigali, Rwanda http://orcid.org/0000-0002-5696-658X
  • Nuwagaba Arthur Department of Business Studies, Faculty of Business, Economics and Governance, Bishop Stuart University, Mbarara, Uganda
  • Tuhirirwe Jackson Department of Business Studies, Faculty of Business, Economics and Governance, Bishop Stuart University, Mbarara, Uganda
  • Karuhanga Nathan Department of Marketing and Human Resource, College of Business and Economics, University of Rwanda, Kigali, Rwanda
  • Kamau Abel Kennedy Department of Finance, College of Business and Economics, University of Rwanda, Kigali, Rwanda




Strategy, Positioning, Market Performance, Soft Drink Industry, Rwanda


Amidst market performance challenges of declining customer numbers and sales for some soft drinks enterprises in Rwanda, that has caused a big concern for academics and professionals, the study set to empirically investigate the effect of quality, price and competition strategies on sales and customer retention performance for these enterprises. The study was quantitative and cross-sectional where researchers obtained data at a single point in time on more than one case.  A sample size of 118 marketing managers was taken from these enterprises in the central districts of Kigali that produce carbonated drinks, mineral water and juice. Due to corona virus pandemic, virtual means of data collection were used through telephone-based questionnaire survey. Despite the positive and significant relationship between quality and price strategies with market performance, ( =0.500, t=1.09, p<0.01) for quality, ( =0.23, t=3.05, p<0.01) for price, results for competition strategies ( =0.23, t=3.05, p=0.281), show nonsignificant relationship with market performance in the studied context. This finding manifests a big gap in managing competition and therefore advise these enterprises to revisit their competition management decisions and make investment in those positioning alternatives that impact on consumer perceptions.


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Author Biographies

  • Nimusima Pereez, Department of Marketing and Human Resource, College of Business and Economics, University of Rwanda, Kigali, Rwanda

    Nimusima Pereez: is a lecturer at University of Rwanda, College of Business and Economics, Department of Marketing and Human Resource. He is doing PhD Business Administration at Mbarara University of Science and Technology, Mbarara City, Uganda. His research interests are: Industrial and labor relations, interactive marketing, multi-level governance systems, and strategy.

  • Nuwagaba Arthur, Department of Business Studies, Faculty of Business, Economics and Governance, Bishop Stuart University, Mbarara, Uganda

    Nuwagaba Arthur: is a lecturer at Bishop Stuart University, Faculty of Business, Economics and Governance, Department of Business Studies. He is doing PhD in Business Administration, at Nairobi University, Kenya. He has 16 years of teaching experience at a university level and has published 8 journal articles. He has supervised over 60 graduate students. His research interests are in Strategy Implementation, marketing strategy, small business management and Green marketing.

  • Tuhirirwe Jackson, Department of Business Studies, Faculty of Business, Economics and Governance, Bishop Stuart University, Mbarara, Uganda

    Tuhirirwe Jackson: is a lecturer at Bishop Stuart University, Faculty of Business, Economics and Governance, Department of Business Studies. He is a PhD student at Kabale University, Kabale, Uganda. His research interest is in Business Finance, entrepreneurship and financial management.

  • Karuhanga Nathan, Department of Marketing and Human Resource, College of Business and Economics, University of Rwanda, Kigali, Rwanda

    Karuhanga Nathan: Assistant Lecturer at University of Rwanda, department of Marketing and Human resource, College of Business and Economics, Kigali City, Rwanda. He is doing PhD at University of Rwanda.

  • Kamau Abel Kennedy, Department of Finance, College of Business and Economics, University of Rwanda, Kigali, Rwanda

    Kamau Kennedy: is an Assistant Lecturer at University of Rwanda, department of Finance, College of Business and Economics, Kigali City, Rwanda.


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Quality, Price, and Competition Strategy Effects on Performance of Soft Drink Enterprises in Rwanda. (2021). UKH Journal of Social Sciences, 5(2), 14-24. https://doi.org/10.25079/ukhjss.v5n2y2021.pp14-24

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