Influence of image advertising on consumption of beer in Nairobi: a case of East African Breweries Limited
Abstract
This research sought to achieve the objective of determining the influence of image
advertising by East Africa Breweries Limited (EABL) on beer consumption in Nairobi.
To achieve this objective, the study was carried out through a descriptive study. The
population of interest in this study consisted of the consumers of beer in Nairobi.
Nairobi's estates were used to select bars and pubs, which were used to identify
respondents. A total sample of 100 respondents was studied. A total of 20 estates were
targeted, 15 from high and middle level income and 5 from the low-income level. Five
respondents from each estate were randomly picked on being spotted drinking in bars and
pubs in the 20 estates making a total of 100 respondents.
Primary data was collected using a semi-structured questionnaire, which was personally
administered by the researcher. Questions in the questionnaire were supplemented by
personal interviews. The respondents were presented with various aspects of image
advertising by EABL on a 1-5 point Likert scale where they were required to indicate the
extent to which the aspects influenced their consumption of beer. A '1' represented not at
all while a '5' represented to a very large extent. The collected data was then analyzed
using descriptive statistics (frequencies,percentages, mean scores and standard
deviations). The findings indicate that general image building activities have the greatest influence on
beer consumption in Nairobi. Issues and advocacy advertising activities were rated
second on influencing consumption. Corporate image advertising activities and brand
image advertising were third on extent of influence on consumption. Financial relations
advertisements are of little interest to the consumers and they have limited effect on
consumption of beer.
The researcher concluded that general image advertising has the greatest influence on
beer consumption in Nairobi. This means that by use of general image building EABL
has generated goodwill that it lends to all its brands.
It was recommended that EABL should concentrate more on general image building
activities by increasing its socially responsible activities. EABL needs to re-evaluate use
of celebrities for its brand image activities. This aspect is currently underutilized and
needs to be explored. However, there is need for the use of relevant celebrities as the
company is associated with being Kenyan. Recognizing local heroes is also another way
of advancing on celebrity appeal.
In carrying out the study, the researcher faced a number of challenges including
respondents' apathy to participate in the study, their state of mind at the time of the
exercise and to grapple with respondent personal bias and subjective perceptions.
However, the study set ground for suggestions for further study. It was suggested that
qualitative approaches be used to carry out similar studies.
Citation
Masters Of Business Administration (MBA) Degree,University of NairobiPublisher
University of Nairobi School of Business
Description
A Management Research Project submitted in partial fulfillment of the
requirements of the degree of Master of Business Administration,
(MBA) School of Business, University of Nairobi