Factors Influencing the Choice of Television as a Medium of Advertising by Fast Moving Consumer Goods (Fmcgs) Manufacturers in Nairobi, Kenya

Abstract

In today's complex environment, the key to successfully building a brand is to understand the relationship between consumers and that brand, regardless of the viewpoints of advertisers or advertising agencies. The objective of this study was to determine the factors influencing the choice of television as a medium of advertising by FMCG manufacturers in Nairobi. This study was a descriptive research design meant to investigate the factors influencing the choice of television as a medium of advertising by FMCG manufacturers in Nairobi. The study targeted 50 marketing and advertising managers of 50 FMCG manufacturing companies which were selected using stratified sampling method due to time and financial constraints. The study used primary data. The data was collected through the use of a structured questionnaire which were dropped and picked later at the selected employee’s work stations. Data analysis was done by the use of relevant statistical package for social science which is the process of bringing order, structuring and interpreting the mass of collected data. The data was analyzed using descriptive statistics—percentages and frequencies, bar charts and pie charts where necessary. Factor analysis was used in classifying the large number of dimensions of factors to identify the underlying constructs affecting choice of television as a medium of advertising by the FMCG manufacturers in Nairobi and environs. The study concludes that there were various factors that influenced the choice of television as a medium of advertising by FMCG manufacturers in Nairobi and its environs. These included having products geared to the consumer market, originality of brands, products with unique attributes, product characteristics, cost of TV adverts and having products backed by adequate advertising budgets. The study highly recommends that for Fast Moving Consumer Goods (FMCG) companies to prosper they need to embrace innovativeness and the use of aggressive advertising including use television as a key medium. This can lead to increased brand awareness as well as enhanced purchase intention.