Consumer Perception of Tusker Brand Strategy in the Beer Industry in Kenya

Abstract

The general objective of the study was to determine the impact of perception of consumers on the branding strategy of tusker as a beer brand in Kenya. The following specific objectives were used to guide the study; to establish the consumers perceptions on branding strategy for tusker as a brand in Kenya and to establish the influence of branding strategies on consumers’ tastes and preferences. The study adopted a descriptive research design. The study targeted all consumers of Tusker beer brand aged over 18 years in Nairobi totaling to 196. The study collected primary data using questionnaires. The collected data was coded into SPSS for analysis using descriptive and inferential statistics. The findings were presented using graphs, frequencies and percentages. The study established that Tusker quality had been consistent over the time that most respondents had been consuming it. EABL had invested adequately in promotion of Tusker Brand. The color of Tusker appealed to most respondents. The study concludes that Tusker quality had been consistent over the time that most respondents had been consuming it. EABL had invested adequately in promotion of Tusker brand. The study recommends that the management of East Africa Breweries limited ought to ensure that the prices of Tusker across the country are transparently determined. The findings indicated that 67% change in branding strategies was influenced by consumer perception. The management team of EABL and other brewing companies in Kenya ought to consider the tastes and preference of their consumers in all their branding strategies.