Brand Equity and Sales Performance of Red Meat Brands in Kenya
Abstract
Significant brand equity levels most often prompts higher buyer inclinations and buy
expectations. It additionally brings an open door for a strong competitive advantage
and creates barriers to competitive entry. The purpose of this study was to establish
the relevance of brand equity and sales performance of red meat brands in Kenya.
This study was based on resource based view theory and brand equity theory. The
study used descriptive survey research design which helped in having a conclusive
research that aims at describing the nature related to the population involved or
sample the part of the population with related features. The target population
consisted of all the 7 registered red meat firms. A census survey was conducted since
the population was small. Both the two government owned and privately owned meat
firms were suyveyed in this study. In the targeted meat firms, employees were
interviewed to ascertain brand equity and sales performance of red meat brands. In
each of the 7 firms, a total of five (5) employees were interviewed more so in the
management and middle management levels who were more likely to understand
brand equity and sales performance of meat brands. Therefore the total sample for the
study was 35 employees working for government owned and privately owned meat
firms in Kenya. The primary data was collected using a semi-structured questionnaire.
The study used descriptive statistics to analyse how respondent responded to various
statements in the questionnaires. The study further utilized correlation to ascertain the
relationship between brand equity and sale performance. The study findings showed
that components of brand equity such as brand name, brand symbol, slogan/mantra
and corporate colors had positive and significant effects on sales performance of red
meat processing firms in Kenya. This study therefore concluded that firms with
superior brands are more likely to dominate the market they operate in as compared to
firms with lesser brand equity. The study recommends that management of red meat
processing firms in Kenya and other firms that deals with consumable products should
build brand equity that is oustanding in order to increase their customer loyalty and
market share. A superior brand equity has a potential of influencing customer to
continue buying products from a firm also refering the firm to friends and acquitances
hence increasing the sales performance.
Publisher
university of nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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