Factors influencing brand loyalty amongst buyers of bata shoe company products in Nairobi, Kenya
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Date
2013-11Author
Njenga, David K
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
Manufacturing companies can achieve greater competitive advantage by building and
developing their own brand. A well known brand gives a company greater visibility in
the market and potential customers are more willing to accept new products from a brand
they are already familiar with. Understanding brand loyalty and the factors influencing
brand loyalty is therefore a key element in the process of growth and profitability for any
organization and especially manufacturing companies. Developing and maintaining brand
loyalty becomes a must for the organization in the midst of a market where there are new
entrants offering the same product. The purpose of the study was to determine the factors
influencing brand loyalty amongst buyers of Bata shoe company products within the
Nairobi central business district. The study adopted a descriptive research design in
which questionnaires were used to collect data while descriptive statistics and content
analysis was used in analyzing data. The findings show that majority of the customers of
Bata shoe stores were satisfied with the wide variety of shoe products available. They
indicated that there needed to be improvement in the quality of material used in
manufacturing the shoes. Customers also agreed that Bata shoe products were available
in different sizes that the customers required. It was established that product quality,
quality of service and store layout were key considerations when deciding whether to be
legal to a brand or not. It was also established that although price of shoes was a key
consideration in maintaining brand loyalty, it was not enough reason for the customers to
switch to other brands when price of shoes increased.
Citation
A Research Project Submitted In Partial Fulfilment Of The Requirements For The Award Of The Degree Of Master Of Business Administration (MBA), School Of Business, University Of Nairobi. (2013).Publisher
University of Nairobi School of Business