| dc.description.abstract | Value proposition is one of the related concepts generated by brand identity. Its purpose is to provide value for a customer. An effective value proposition should lead to a brand customer relationship and drive purchase decisions. However the consumer decision making process is one that can be influenced at various levels besides marketing activities carried out by brand strategists. This was a descriptive study on the influence of value proposition in consumer decision-making process in driving purchase decision. The study was done as a survey of consumers in Nairobi who drove non-commercial passenger saloon motor vehicles. The researcher aimed at a sample size of 200 respondents and achieved 64% response rate. The data collection instrument was a semi structured questionnaire. The value propositions addressed the functional benefits, the emotional benefits, self expressive benefits and the relative price. An effective value proposition should lead to a brand-customer relationship and drive purchase decisions. On the environmental input the respondents indicated that these have influenced their preference for brand. In the case of the processes, the respondents strongly agreed that the firm's brand name and slogan assists them in remembering the brand easily. The respondents also strongly agreed that in terms of output, the brand name and the slogan are important for them when buying the brand as. Their loyal choice, when buying the brand again and when buying the brand for the first time on a trial basis. They also indicated that they strongly agreed the brand name and slogan would have an effect on their experience of using the brand. In conclusion, the objective of the study was to determine how and where value proposition influenced the consumer decision-making process in driving the purchase decision. It is evident that the consumers' choice of a product is greatly influenced by the brand and the slogan as it appeals to their functional, emotional, self-expression and price needs. It is thus important that those that greatly influence consumer purchase decisions be given more attention and exploited to their greatest benefits | en |
