dc.contributor.author | Muya, Simon M | |
dc.date.accessioned | 2013-02-28T10:59:31Z | |
dc.date.issued | 2011-11 | |
dc.identifier.citation | MBA Thesis | en |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/12315 | |
dc.description | Influence of brand personality on Glaxosmithkline products in Nairobi | en |
dc.description.abstract | The proliferation of assorted brands of toothpaste products in the country has led to cut-throat
competition for increased market share being witnessed among the operators in the toothpaste
industry. When competition is keen and the consumers are faced with brand choice in the
market, it becomes imperative for the manufacturers to understand the major factors that can
attract the attention of buyers to their own brand. These then forms the basis for marketing,
planning and action.
This was a descriptive survey aimed at investigating the influence of brand personality on
GlaxoSmithKline products in Nairobi, the case of Aquafresh toothpaste. In order to undertake
the study successfully the objectives that were set out included the need to evaluate the influence
of brand sincerity on consumer buying decision as well as to establish the brand excitement
elements on consumers.
The study surveyed 120 randomly selected consumers of Aquafresh toothpaste brand in
Nairobi’s Eastlands area in the Buruburu locality, it examined the role played by advertising in
influencing consumers preference for Aquafresh toothpaste, which is one of the leading
toothpastes in the Kenyan market.
Results revealed that both male and female of different age groups were equally influenced by
advertising strategies of GlaxoSmithKline in their preference for the Aquafresh brand. Most of
the consumers showed preference for Aquafresh brand of toothpaste. The major reasons
advanced for the preference are the captivating advertising strategies of GlaxoSmithKline and
the unique quality of the toothpaste brand. The need for high preference to advertising is
therefore highlighted for companies that want to not only retain their position standing but also
take positive steps to increase their market share. | en |
dc.description.sponsorship | University of Nairobi | en |
dc.language.iso | en | en |
dc.subject | Brand personality | en |
dc.subject | Glaxosmithkline | en |
dc.subject | Nairobi | en |
dc.title | Influence of brand personality on Glaxosmithkline products in Nairobi | en |
dc.title.alternative | The case of Aquafresh toothpaste | en |
dc.type | Thesis | en |
local.publisher | School of Business, University of Nairobi | en |