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Jurnal Manajemen dan Kewirausahaan (JMDK)
Published by Universitas Merdeka Malang
ISSN : 23019093     EISSN : 25408259     DOI : https://doi.org/10.26905/jmdk
Core Subject : Science,
Decision Sciences, Operations Research & Management
Jurnal Manajemen dan Kewirausahaan is a periodical issue containing information and analysis related to management science and entrepreneurship. This journal is of a popular scientific nature that includes both theoretical and empirical research.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
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Search results for , issue " Vol 6, No 1 (2018)" : 1 Documents clear
Product Innovation, Price Level And Competitive Advantage: A Perception Assessment Of Beer Products Moses, Agaba; O, Emenike Kalu; Osunsan, Olutayo
JURNAL MANAJEMEN DAN KEWIRAUSAHAAN Vol 6, No 1 (2018)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v6i1.2189

Abstract

This study evaluates the effect of product innovation and prices on competitive advantage of beer products in Kabale Uganda, by analyzing responses obtained through questionnaires using multiple regression analysis. From analysis of respondents, the percentage of targeted respondents that actually responded to the questionnaire was 96%. From the preliminary analysis conducted in this study, majority of respondents have the following attributes,1 ) diploma level education, 2) are males, 3) aged between 36-45 years, and 4) prefer Nile lager beer. The data approximates normal distribution, with absence of multicollinearity. The results of the multiple regression analysis indicate that product innovation and prices have significant effect on competitive advantage among beer products and producers in Kabale Uganda. We therefore conclude that innovation and prices have positive and significant predictive effect on competitive advantage. Hence, the firms could enhance competitive advantage by paying attention to innovation and prices variables. We therefore recommend, amongst others, that that brand managers should prioritize innovation and prices as strategies to attract and sustain competitive advantage. https://doi.org/10.26905/jmdk.v6i1.2189 

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