Influence of co-branding on customer perception: A case of M-kesho customers in Kariobangi area
Maguru, Anthony Maina
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The study sought to establish the influence of co-branding on customer perception: a case of M-Kesho customers in Kariobangi area. It was guided by two objectives which are; to establish whether co-branding influence customer satisfaction and to determine the influence of co-branding on perception of customers of M-Kesho product. The Literature review focused on, the concept co-branding, importance of co-branding, concept of perception, brand perception, perceived price fairness, perceived service quality and customer loyalty. The study applied the descriptive design; Target population included all the 12,332 customers of M-Kesho in the formal and informal small and medium business within Kariobangi Light Industries area and its environs. The sample size constituted 100 M-Kesho customers in the SME sector in Kariobangi Light Industries area and its environs who were randomly sampled. The study also revealed that 70% of the respondents were members of M-Pesa before joining the M-Kesho product. Through probing the respondents asserted that they joined M-Kesho under the influence availability of the M-Kesho product which was accessible, convenient in relation to sending money, convenience of banking services like withdrawing or depositing money as well as the ability of the customers to access loan and insurance services through the M-Kesho product. In view of the research findings, the study recommends that more M-Kesho products outlets should be availed to the customers to encourage use of the facility. The study also recommends that there is there is need to create awareness of the product to the customers through marketing and unpacking the product to the customers, this will make more customers even those with primary level of education easily use the product without complications. In order to improve the quality of the already existing products hence attracting more customers to the products leading to higher profits to the companies involved, the study recommends introduction of more co-branded products. The study also recommends that the co-branded products should be reliable in the sense that one can use the facility at any time without delays. This ensures that customers have a positive perception on the product and also customers are more satisfied by such products.