The effect of psychological positioning in achieving sustainable competitive advantage among Safaricom Individual Customers In Nairobi.

Abstract

In order to keep up with the competition and changing consumer needs and wants in the competitive business environment. Changing consumer needs and business environment has necessitated Safaricom to position their products and services from the psychological aspect in order to survive in the competitive and dynamic telecommunication industry. The objectives of the study were; to determine the effect of psychological positioning in achieving Competitive advantage among individual Safaricom customers, to assess the relevant psychological positioning attributes among individual Safaricom customers in the market and to identify the challenges facing Safaricom psychological positioning in the market. This was a descriptive cross-sectional study. The target population for this study was the Safaricom customers who were using Safaricom products and services. This study utilized a questionnaire as the data collection tool. Data collected was analyzed through descriptive statistics with the help of SPSS. It was established that quite a number of challenges were faced by Safaricom Company in the market which included; Competition from other telecommunication companies had resulted to customer change of attitudes toward Safaricom brand. Complexity of Safaricom adverts posed a major challenge to consumers and affected their perception towards the brand, inadequate customer attention was a challenge that contributed to negative perception of the brand in the market. Therefore, this study recommends that Safaricom Company should conduct a market surveys frequently in order to understand the changing consumer needs and wants and the management should come up with effective pricing policies to retain and attract customers in the market.