Factors That Influence Brand Loyalty Among Readers of Daily Nation in Nairobi Kenya

Abstract

The present day consumers have become quite selective and conscious. The choice of a familiar and favorable brand has become an important consideration that marketing executives have become alive to. In order to limit the effect of competitors, a firm should be able to affect the loyalty level of its customers through identification of the factors that affect their purchasing options and therefore make consumers loyal to their products and brands. Though consumers are willing to purchase a product they are familiar with, brand awareness and loyalty is very significant in influencing a customer purchase decision. The specific factors that were investigated were level of customer satisfaction, price fairness, and brand trust and brand value. As a result, the study sought to establish the factors that influenced brand loyalty amongst the readers of Daily Nation newspaper in Nairobi, Kenya. Towards realization of the research objective, this study applied a descriptive research design. It also used primary data collected through questionnaires administered by the respondents. The study analyzed the collected data by the use of mean and standard deviations while presentation of the research results was done using tables, pie charts, and percentages. The customers were found to be satisfied on the content, availability, and pricing of the newspapers. Further, the results were that the ability of the newspaper to break news, and the perceived independence of the newspaper were the main motivating factors to brand loyalty. The study concluded that for the other brands in the market to compete for the loyalty of customers, they need to create a firm customer loyalty base. At the same time, Daily Nation marketers should double their efforts to bringing in new customers and at the same time, retaining them. The study recommends that the Nation newspapers should improve their content and independence and should relate to the daily issues that the readers consider of value to them.