| dc.description.abstract | Consumer perception is an important tool for evaluation of marketing strategies. The marketers are keen on checking the consumer perception towards service, quality of products, pricing, packaging and the sales promotion activities. Consumer perception depends on the relationship between a consumer and the business organization and various aspects of services provided by the company for example, quality and reliability. It is therefore important for marketers to have a profound knowledge on various factors that affect consumer perception of their products and services.
The main objective of the study is to determine the effect of consumer perception on marketability of new product through a case study of 'Bankika Account' offered by Kenya Commercial Bank. Semi structured questionnaires were use to collect primary data from Bankika account holders. The study findings reveled that consumer perception of 'Bankika' account is affected by factors such as flexibility of the account, friendly minimum balance, quality and reliability of services provided to the account holders, marketing strategies example media advertisements and brochures, and corporate image of the bank.
The study recommends that Kenya Commercial Bank should make their services more attractive to customers by reducing the amount of transaction fee charged for A TM withdrawals, hastening the release of the ATM cards, hastening the rate of processing loans, reducing the minimum withdrawal amount, improving the speed of service delivery and intensifying its marketing strategies. The study also recommends further studies on the impact of market segmentation on the growth of bank accounts for youth and the use of technology as a tool to enhance competitive advantage of commercial banks in Kenya. | en_US |
