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Switching Barriers as a Competitive Tool in Carbonated Soft Drinks Industry in Nigeria

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  • Gabriel Kola Olorunleke

Abstract

This study discusses the creation and the use of switching barriers as competitive tools in carbonated soft drinks industry in Nigeria using a qualitative approach to elicit information, the study used focus group method to collect primary data that was used. The focus group session was conducted where in an in-depth discussion took place. The researcher was the moderator and each participant are chosen purposefully from the management team of the case study to answer the questions on how the artificial barriers are created and why it is preferred as a competitive tool. Content analysis was employed to analysis the information gathered. The findings, among others state that the use of artificial switching barriers can weaken emerging competitive product since the competitor are already restricted in the outlets conceded. The paper concludes that policy makers should see this as an opportunity to enforce some special tax on exclusivity to discourage interested companies and encourage fair competition.

Suggested Citation

  • Gabriel Kola Olorunleke, 2015. "Switching Barriers as a Competitive Tool in Carbonated Soft Drinks Industry in Nigeria," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 5(5), pages 394-404.
    • Handle: RePEc:rss:jnljms:v5i5p8
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    References listed on IDEAS

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    1. Frenzen, Jonathan K & Davis, Harry L, 1990. "Purchasing Behavior in Embedded Markets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 1-12, June.
    2. Balabanis, George & Reynolds, Nina & Simintiras, Antonis, 2006. "Bases of e-store loyalty: Perceived switching barriers and satisfaction," Journal of Business Research, Elsevier, vol. 59(2), pages 214-224, February.
    3. M.Sathish & K.Santhosh Kumar & K.J.Naveen & V.Jeevanantham, 2011. "A Study on Consumer Switching Behaviour in Cellular Service Provider: A Study with reference to Chennai," Far East Journal of Psychology and Business, Far East Research Centre, vol. 2(5), pages 71-81, February.
    4. Julander, Claes-Robert & Söderlund, Magnus, 2003. "Effects of Switching Barriers on Satisfaction, Repurchase Intentions and Attitudinal Loyalty," SSE/EFI Working Paper Series in Business Administration 2003:1, Stockholm School of Economics.
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