| dc.description.abstract | The global recession and the economic crisis has brought about increased competition in the marlret place, many companies are struggling to survive. It is now very clear that the companies that will survive the competition are those whose products have a competitive advantage against competition. This competitive edge may be the key to survival and can be partly achieved by building the brand equity of their products.
The objective of the study was to determine the brand equity asset of the passenger tyres and how they affect the purchase of these tyres. This study was a descriptive in nature where the researcher carried out a study on the brand equity asset in the passenger tyres in the Kisumu municipality. The target population entailed the drivers of cars which use these type of tyres in Kisumu Municipality (passenger cars). Cross section study was used to draw respondents from this population. The researcher picked a sample of 200 respondents from this population; convenience sampling was used since most of the targeted people could not participate because of the various reasons. Primary data was collected and analyzed using descriptive statistics.
From the findings the researcher learnt that, the five elements of brand equity namely, brand awareness, brand loyalty, brand perceived quality, brand association and brand propriety assets, played a big influence on the purchase of passenger tyres. Therefore for success in brand management in the tyre industry, brand managers in this industry need to focus on these key areas of their brand management for them to remain competitive in the market. | en_US |
