The Extent of Adoption of Branding Concept by Kenyan Cooperative Societies

Abstract

The purpose of this study was to determine the extent to which SACCOs have adopted branding and determine factors hindering product branding among the SACCOs with FOSAs in Nairobi. The study used a descriptive research design. The population consisted of all savings and credit cooperative societies offering front office services in Nairobi Province. Since the population of this study was small (39) the researcher opted to carry out a census study. Primary data was used using a structured questionnaire with closed and open ended questions. The senior most executive responsible for marketing or the CEO where a marketing executive did not exist was administered with a questionnaire. After retrieving the questionnaires the researcher edited, coded and entered the data in Statistical Package for Social Sciences (SPSS) for a better and efficient analysis. SACCOs are diversifying their products and venturing into the non traditional business of granting loans to their members. The FOSA is such a product that aims at offering competitive products to cooperative members in the current competitive financial market. One way of offering competitive products is through adoption of the branding concept