| dc.description.abstract | Branding serves many functions. Beyond identifying a product, branding can create
perceptions of quality, reliability, and value in a product, as well as loyalty, confidence,
and self-expression to the consumer. The main objective of this study was to investigate
the extent to which brand personality was used in the positioning of lubricants in the
Matatu industry with a specific reference to Nairobi-Nyeri Route
The research design that this study used was a descriptive survey design. The target
population of this study was all the drivers of matatus in Nairobi-Nyeri Route. Stratified
random sampling was used to select the sample size. From the possible 721 target
population a sample of 10% was chosen using stratified random sampling. This generated
a sample of 72 drivers for the purpose of the study. Both primary and secondary data
were used for the study. Data was then analyzed using descriptive statistics such as
percentages, averages and mean scores. The findings were presented using tables, pie
charts, and bar graphs for easier interpretation. Content analysis was used to data that was
qualitative in nature or aspect of the data collected from the open ended questions.
The study concludes that there was brand personality in lubricants in the Nairobi-Nyeri
Route in Kenya. Majority of the consumers were attracted by various factors such as
hygiene, efficiency, price and brand name and packaging and logo of the lubricants. The
study further concludes that brand personality had an effect on lubricants in the Nairobi-
Nyeri Route in Kenya. Most lubricants had a distinctive brand personality that helped
create a set of unique and favorable associations in consumer memory and thus build and
enhanced brand equity. The study recommends that for companies to improve brand
personality of lubricants, there is need to improve brand name, logo and packaging. This
contributes to brand recognition and visual awareness. | en_US |
