Building Brand Equity for Private Four by Four Wheel Motor Vehicle Models at Toyota Kenya Ltd.

Abstract

This is a case study of building brand equity for private four by four vehicle models in Toyota Kenya (formerly Toyota East Africa) Ltd. The brand equity factors that shall be studied include brand name awareness, brand loyalty, perceived quality, brand image, and brand association. The objective of the study is to determine brand awareness, brand loyalty, how perceived quality is applied in the four by four motor vehicle market, brand personality and brand association strategies. Primary data was collected by use of a structured questionnaire. The target population of the study was 100 individual customers of Toyota Kenya ltd selected randomly. The researcher used email to deliver and collect the questionnaires. Telephone calls were used to follow up in order to increase the response rate. There was use of content analysis for presentation of results using tables, charts and graphs. A high percentage of the respondents are aware of Toyota models. They also strongly agree that the four wheel mechanisms of Toyota vehicles work to the required standards. The respondents go ahead to state that Toyota models have very strong brand image and even go ahead to explain the high level of success, distinctive positive characteristics, compliance to customer required standards and a trustworthy model that is durable, easy to repair and that it has elegant fashionable design. What is outstanding is the knowledge that almost all of the four by four models are on tarmac road on a cumulative terms on related trips and activity. The respondent’s ownership stands over half while a still larger number of customers would still purchase Toyota brand. Based on the above results, it is clear that the functionality of four by four models has been overcome by brand equity factors. As much as quality of the Toyota models being appraised highly, the usage confirms the opposite in terms of low usage of the same. The manufactures or dealers are therefore supposed to focus on model output that is easy to maintain, of good quality, durable and easy to maintain in order to win the customers support. A very strong brand image can only be achieved by communicating the attributes to the customers.