| dc.description.abstract | In recent time, many organizations have made modifications to the brand symbols used in
their brands, and this has been driven by various factors, among them, the ever increasing
alternatives for consumers to choose from, competition within the industry, increased
consumer awareness and rapid change oftechnology. This study looked at the influence
of brand symbols with a view to determine the extent to which these symbols influence
brand choice. The objective ofthis study was to determine the influence of brand
symbols for brand preference for consumers ofKBL products.
The Research Design was a descriptive survey with a population sample of 100
respondents, who were selected from the estates, and these were as per the listings of the
estates according to their income grouping. The data was collected using a semistructured
questionnaire, which was personally administered. Out of 100 respondents
targeted, only 86 responded, thus having 86% response rate. The data was analyzed using
mean scores, standard deviation, tables and graphs. The study revealed that aspects of
brand symbols like; the colour, size, positioning and texture influenced the brand
preference. -.
Manufacturers of beer and other soft drinks need to ensure that symbols they use in their
brands are unique, understandable and persuasive. The major limitation of the study was
that some respondents were not aware ofthese aspects of brand symbols. Also time could
not allow gathering views from other major towns in the country.
The researcher suggests that similar research should be carried out on another population
preferably in a rural setting. Further, more researches can be carried out to investigate
why features ofthe package and shape ofthe bottle were rated at nolless extent in
influencing brand preference than other aspects considered in this study. | en |
