Factors That Determine Brand Loyalty: the Case of Toothpaste Users in Westlands Nairobi Kenya

Abstract

I hi* slrnh was conducted with the objective of finding out the factors that determine hrand loyalty while buying tooth paste, and to find out the most important of these Inciors I he siuily was undertaken in the Westlands area of Nairobi A sample of 200 consumers was targeted to answer the questionnaire and a response rate of 70% was achieved. A M iruilinent guide was used to determine the loyal customers. The primary data was collected using a semi-structured questionnaire, and were analyzed using frequency distribution, mean scores and standard deviation. Ranking of factors was also done. The data presentations were made using tables. I he study findings revealed that there are many factors that customers consider important i m making decision of which toothpaste to buy determine. Some of these factors were Prevent tooth cavities. Fights bad breath. Reduce gum bleeding, Cleans between teeth. Cleans between teeth. Keep fighting germs, Prevent exposed root cavities, Strengthen weak tooth enamel, Prevent gums inflammation, Remove stains. Remove stains, Prevent tartar. Whitens the teeth Ranking of these factors was later done to determine the most important factor. The ranking revealed that the most important factor that is mostly considered to be that of preventing tooth cavities The research was conducted in only in an urban setting and for that reason it would be wise for a similar research to be done in rural areas so as to compare the findings. This would give the findings a more generalized opinion on the whole issue.