Influence of Country of Origin on Consumer Based Brand Equity of Baby Diapers in Nairobi County

Abstract

The study's goal was to determine how country of origin affected consumer brand equity of baby diapers in Nairobi, Kenya. The consumer-based brand equity theory and utility theory served as the study's guiding principles. A descriptive research design was used in this study. The intended audience was those who visited the corresponding estate Kiosks in Nairobi County to purchase diapers. The target sample size was 99.997 rounded to 100 respondents. During a one-week period, a questionnaire employed at the time of diaper purchase was used to collect main data for the study. The gathered data was evaluated using descriptive and inferential statistics. The data reported in this study included both qualitative and quantitative information. The results were presented using tables, figures, frequencies and rates. Multiple linear regressions were utilized to demonstrate the influence of nation of origin and the customer brand equity of baby diapers in Nairobi County. The study findings established that the respondents concurred that they can easily picture in their mind the diaper brand of their choice. The analysis also found that the respondents largely agreed that they would repeatedly use their diaper brand of choice. It also established that the packaging of the diaper brand is of high quality. The study found that at 5% level of significance and 95% level of confidence, country product quality, country image, and country perceptions were all significant on consumer brand equity of baby diaper in Nairobi, Kenya. The study concluded that the respondents check to confirm the country of origin of the baby diaper. The study also concluded that the respondents prefer buying foreign diaper brands, that their diaper brand of choice offers excellent value for money, and that their diaper brand of choice is a favourite brand among consumers. The study suggests that in order to draw in potential customers, diaper manufacturing businesses and marketers should concentrate on employing all the components of brand equity in their plans in target areas. It also recommends that diaper manufacturing companies and marketing managers to set aside enough budgets to promote these elements of brand equity and ensure they are well covered and established in the target market to realize the benefits. The extension of use of diaper products especially in healthcare has also created a different market and it would improve this study to include this new market in future studies in addition to babies. Further, the study proposed there be a deliberate consistent effort by diapers marketers to enhance customer based brand equity. Manufacturers of diapers should be aware that well-known brands often fail owing to poor management, overextension, and a lack of commitment in building brand equity and values.