Brand Equity and Sales Performance of Red Meat Brands in Kenya

Abstract

Significant brand equity levels most often prompts higher buyer inclinations and buy expectations. It additionally brings an open door for a strong competitive advantage and creates barriers to competitive entry. The purpose of this study was to establish the relevance of brand equity and sales performance of red meat brands in Kenya. This study was based on resource based view theory and brand equity theory. The study used descriptive survey research design which helped in having a conclusive research that aims at describing the nature related to the population involved or sample the part of the population with related features. The target population consisted of all the 7 registered red meat firms. A census survey was conducted since the population was small. Both the two government owned and privately owned meat firms were suyveyed in this study. In the targeted meat firms, employees were interviewed to ascertain brand equity and sales performance of red meat brands. In each of the 7 firms, a total of five (5) employees were interviewed more so in the management and middle management levels who were more likely to understand brand equity and sales performance of meat brands. Therefore the total sample for the study was 35 employees working for government owned and privately owned meat firms in Kenya. The primary data was collected using a semi-structured questionnaire. The study used descriptive statistics to analyse how respondent responded to various statements in the questionnaires. The study further utilized correlation to ascertain the relationship between brand equity and sale performance. The study findings showed that components of brand equity such as brand name, brand symbol, slogan/mantra and corporate colors had positive and significant effects on sales performance of red meat processing firms in Kenya. This study therefore concluded that firms with superior brands are more likely to dominate the market they operate in as compared to firms with lesser brand equity. The study recommends that management of red meat processing firms in Kenya and other firms that deals with consumable products should build brand equity that is oustanding in order to increase their customer loyalty and market share. A superior brand equity has a potential of influencing customer to continue buying products from a firm also refering the firm to friends and acquitances hence increasing the sales performance.