Pricing Strategies And Consumer Brand Equity Among Mobile Telecommunication Consumers In Nairobi, Kenya

Abstract

This study examined the influence of the pricing strategies to consumer brand equity among telecommunication customers in Nairobi Kenya. Population of the study was all the mobile phone subscribers in Nairobi. The sample size was 384 respondents. Descriptive cross-sectional survey was used. Primary data were gathered using a structured questionnaire. Analysis of data adopted descriptive statistics and regression analysis. There is a statistically significant relationship between pricing strategies and customer brand equity among telecommunication customers in Nairobi. Competitive pricing had the highest influence with a coefficient, followed by promotional pricing and bundle pricing. This study has made contribution to the theory, to policy and practice relating to pricing strategies and customer brand equity. The study had some limitations. The region was only limited to 5 areas hence the whole of Nairobi was not fully covered. The use of descriptive cross-sectional study limited the study to one time. There was only one marketing mix variable considered that is pricing hence the study was not exhaustive. The structured questionnaires may not have given the respondent the chance to fully express themselves on the variables of study. Based on the limitations, it was suggested that future further studies should adopt longitudinal research design so as to capture the behavioral and attitude of telecommunication customer in regards to pricing strategies used by the companies. In addition, future studies should incorporate all regions in Nairobi and replicate the study in other urban and rural towns in the country. Further studies should consider another marketing mix variable or incorporate all in assessing customer brand equity.