Factors Influencing Loyalty Towards Paint Brands by Contractors in Nairobi City County
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Date
2015-11Author
Odera, Esther A
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The study examines the factors influencing loyalty towards paint brands by
Contractors in nairobi city county. The study had one objective was to assess factors
Influencing loyalty towards paint brands by contractors in Nairobi city county. The
Study adopted a descriptive cross sectional survey method in determining the
Contractor brand loyalty in the paint industry in nairobi. Data was collected by use of
Questionnaire and short interviews for the respondents who did not have time to fill in
The questionnaire. Descriptive statistics was used to analyze data by way of frequency
Distribution, percentages, mean and standard deviation. The data was then presented
In form of frequency tables, charts and bar graphs. Factor analysis was used to
Describe variability among observed data. The study found out that the preferred paint
Brands in the market, the respondents indicated that people prefer crown, basco,
Sadolin, solai and glory between highly preferred and least preferred level. The
Results from the factors considered when recommending or purchasing paint, the
Majority of the respondents reported that perceived quality price and availability are
Very important factors when recommending or purchasing paint. Through factor
Analysis the results revealed factors were extracted. The results from the factors that
Make them loyal to certain paint brands, the majority of the respondents strongly
Agreed that perceived quality influence their paint brand loyalty and through factor
Analysis, the results indicated that two components of factors were extracted. Values
Greater than one were considered and interpreted as factors. The conclusion of the
Study was that brand loyalty is affected by product and service related factors. The
Product and service related factors include quality of the product, brand image of the
Product to a small extent, availability and price fairness of the product. The study
Recommends a comprehensive survey on product and service related factors prior to
Formulation of strategies to enhance brand loyalty. The study also recommends further
Research on effective methods that paint companies can use measure and predict brand
Loyalty.
Publisher
University of Nairobi