Factors that determine brand loyalty of solid fat cooking oil in Nairobi Kenya

Abstract

Brand loyalty has acquired a significant place in consumer perception in the recent times leading to consumers defining quality and value based on the market leaders. Competition has also become so intense such that promotion has led to a lot of information being available to the consumers. Given that the solid cooking oils have same contents and same packaging, this study sought to identify the various factors that determine brand loyalty for solid fat products in Kenya, with regard to solid cooking fat brands. The census sampling design was used in the selection of consumers of cooking fat products. Stratified random sampling was applied as the target population was quite large and this would prove time consuming and too expensive for the researcher. The subjects were selected in such a way that the sub-groups in the population are reproduced in the sample. From the findings, the price of a product was found to be a key factor in marketing, implying that the price remains one of major factors that determine consumer purchases in supermarkets among consumers in Kenya. As a factor in the choice of brand, the brand’s perceived quality was rated important 84.5% of the consumers interviewed in a case where only 6% of the consumer population considered the factor of perceived quality of a brand not important. From the study findings, the availability of a brand in shopping places and supermarkets was rated the third most important factor in the choice of brand during consumer buying. As a factor in evoking brand loyalty, availability of a product (depending on its distribution network) was considered a major factor that contributed in making consumers undertake repeat purchases. The study avails some insights into what would enhance customer loyalty to any brand, and thereby increase its sales volumes. Key among the factors would increase the market share such as product price. From the qualitative analysis, it was apparently clear that loyalty would only be evoked if a product bore most of characteristics that border on: Consistent good quality, affordability (considerately priced), availability across all shopping malls and supermarkets and of good quality.