Relationship Between Consumer Trust and Consumer-based Brand Equity of Laundry Detergents in Buru Buru Estate, Nairobi City County

Abstract

The purpose of this study was to determine the relationship between consumer trust and consumer-based brand equity for laundry detergents in Nairobi City County's Buru Buru Estate. The Howard-Model Sheth's of Consumer Choice and the Social Identity Theory of Branding were used to ground the study. A descriptive cross-sectional survey was used in this study. All of the houses in Buru Buru Estate were counted as part of the population. Within each phase, the researcher chose two courts to serve as the basis for clustering. This resulted in ten courts being chosen, and five households were chosen at random within each court. As a result, the total number of respondent households was 50. This number served as the basis for the sample. A structured questionnaire was used to collect the survey's primary data. A simple regression analysis was used to determine the statistical significance of the relationships between the variables. The findings show that respondents moderately agree that brand characteristics influence their view on the brand equity of laundry detergents, which is supported by the distribution's low standard deviation. According to the mean and low dispersion of the data set examined, respondents agree that company characteristics influence their view of brand equity. At the same time, respondents agree that consumer brand characteristics influence their perception of brand equity, which is supported by the standard deviation's low dispersion. The regression results show that consumer brand characteristics, brand characteristics, and company characteristics explain 29 percent of the variation in brand equity, but it is interesting to note that other factors explain 71 percent of the variation in brand equity. Furthermore, the ANOVA test results show that respondents' perceptions of laundry detergent brand equity in relation to brand characteristics, company brand characteristics, and consumer brand characteristics are insignificant. It is recommended that additional studies be conducted to improve the validity of the current study by using the same or different approaches in terms of sample size, study design, brand, and domain of scope.