The effect of product reformulation on brand equity in the food related consumer goods: a case of Mazoe brand in Zimbabwe.

Abstract

The main aim of this research project was to find out the effect of product reformulation on brand equity in food related consumers goods in the case of Mazoe brand in Zimbabwe. The general conclusion in literature from other parts of the world indicates that product reformulation has a positive effect on brand equity. Nonetheless, no such literature has been documented in Zimbabwe. Hence the aim of this study was close to this gap by investigating the effect of product reformulation on a Zimbabwean brand from a consumer’s point of view. The findings from this study were targeted to be of use to Mazoe consumers, management of beverage manufacturers, policy formulators and academic community. The research was based on a single case study design of Mazoe brand which is manufactured by Schweppes Zimbabwe Limited under license of CocaCola Company. Primary data was collected through face-to-face interviews with Mazoe consumers. To enable acquisition of rich data through probing of respondents, a semi-structured interview guide was used in addition to the observation method. A qualitative research philosophy was used and data collected was analysed using Data Displays in the form of Content Analytic Summary tables. The study determined that brand equity was not affected negatively by the product reformulation. It was also established that sugar-related health conditions like obesity and diabetes are likely to be on the increase among the consumers because the interviewees did not want sugar to be reduced in Mazoe. It was also established that Mazoe is a strong brand, consumers are suspicious about artificial sweeteners, and they are not knowledgeable about health benefits derived from low sugar consumption. From these research findings, recommendations made include the need to do market research and conducting consumer awareness campaigns.