Influence of competitive advertising on consumers' choice of toothpaste brands: a study of toothpaste manufacturers in Nairobi
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Date
2004Author
Atieno, Rosemary O
Type
ThesisLanguage
enMetadata
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The objectives of this study were to establish whether competitive advertising
influences the consumers' decision to purchase any particular brand of toothpaste and
to determine which of the competitive advertising strategies has a greater influence
on the purchase decision of consumers. The results of this study were intended to
assist toothpaste and oral care product providers in selecting appropriate advertising
strategies and to potential and future entrants into the market in selecting appropriate
advertising strategies and messages that properly and productively communicate to
the consumer.
This study was a descriptive survey of consumers in Nairobi. A complete list of all
estates in Nairobi was obtained from the Economic survey of 2001. A total of 10
estates were selected comprising 8 estates from high income groups and 2 estates
from low income groups. A sample of 10 households was selected using convenience
sampling primary data was collected using a structured questionnaire. Likert scales
were used to determine favourable and unfavorable attitudes and responses, and
brand loyalty towards competitive advertisements. One person from the household
who makes the purchase decision was selected to be the respondent. Data was
analyzed using frequencies; percentages, means and standard deviation and data
presentation was made in charts and tables.
Citation
MBASponsorhip
University of NairobiPublisher
University of Nairobi School of Business, College of Humanities and Social Sciences