The Effect of Corporate Brand Image on Consumer Choice of Washing Powder Detergents in Nyayo Estate, Nairobi County

Abstract

Corporate brand image has become a useful tool that is receiving increasing attention due to its perceived positive influence on consumer brands choice and consumer purchase decisions. The study sought to determine the effect of corporate brand image on consumer choice of washing powder detergents in Nyayo estate, Nairobi County. The study adopted a descriptive survey design. Primary data was utilized. Primary data was collected using a semi-structured questionnaire. The respondents were residents of Nyayo Estate, Nairobi County. Data was analysed using descriptive statistics. The study finding revealed that to a very great extent detergent quality such as meeting cleaning needs had the greatest influence on consumer choice for a detergent. The following factors influenced consumer choice to a great extent, previous experience with the detergent brand, brand (detergent) loyalty, ability to remove stains faster with one wash compared to the other brands, being aware of the perceived quality of the brand, awareness of the efficiency of that brand, ease of differentiation and positioning, affordability, its effectiveness for hand washing, price and quality factor. Study concluded that management of the washing detergents should ensure that the detergents produced deliver on performance in terms of being gentle on consumers’ hands, washing out stains, product being readily available in the market, fairly priced and ability to remove stains faster, it should be easily differentiated and positioned in the current and prospective customers’ mind. The study therefore recommends that for detergent producing companies to remain competitive in marketing of its products, the company should ensure that their products meet the best quality, remove stain faster, gentle on hands, charge affordable price and ensure continued innovations. Moreover, the company should give customers trust on their brand so that the customers can make sound decisions and overcome barriers such as the functional, and the physical barriers.