| dc.description.abstract | This study seeks to look at me influence of brand equity assets on Consumer behavior with the product in study being the breastfeeding pillow. There are four major brand equity assets categories brand awareness, loyalty, brand association and perceived quality. Amongst all the other factors that could influence consumer purchase behavior -fue social, psychological, cultural and personal factors, this study seeks to look at how each of the brand assets above influence the purchase decisions of consumers in Nairobi for the breastfeeding pillow.
This study is a descriptive study that also incorporates explanatory research. The population of interest is mothers found in Nairobi. The sampling frame consists of 52 hospitals, which drawn from private, public and mission hospitals all with different bed capacities. Data was collected using a questionnaire which had close ended questions and was administered by a research assistant to expectant mofuers who would be selected systematically at the antenatal waiting area.
Key findings showed that the brand equity assets do have significant inlluence in the purchase of the breastfeeding pillow in Nairobi. The findings were interesting showing how each of the equity assets influenced the purchase choices. Of signif,cant note was the relationship between the brand equity assets and the variables measuring the assets. The study also brought out the influence of other contextual factors that were worth noting and fueir respective influence on purchase choices.
In conclusion, the smdy showed the importance of brand equity as far as the area of study is concerned. On the other hand, it also brought out areas that need to be invested in to further build on brand equity. The study also highlighted relationships between variables found within brand equity assets that can be studied and analyzed further. | en_US |
