Factors influencing brand loyalty amongst buyers of passanger motor cars in Nairobi
The world economy today is dominated by free-market systems characterised by companies selling a wide variety of products and services to consumers in diverse markets. These companies have grown over time to meet the needs of an expanding world population and to cater to consumers’ changing tastes and preferences. Most sellers today recognise the need to stand out from their competitors, to highlight differences between their products and those of other firms in order to attract and retain customers. This desire for differentiation is responsible for the development of brands.The objective of the study was to identify the factors influencing brand loyalty amongst buyers of passenger motor cars in Nairobi. Motor car owners were selected through judgemental sampling. A total of 80 respondents were interviewed from four separate locations in Nairobi: Westlands, Nairobi West, the Central Business District and Doonholm estate. The study used structured questionnaire to collect data. The questionnaire were administered to the respondents directly by the interviewer, and consisted of both open-ended and closed questions. Data on section was analysed using descriptive statistics (frequencies, percentages, mean scores and standard deviation. The study found out that price, brand reputation, perceived quality and comfort were the most important reasons for the choice of passenger car among the buyers of passenger motor cars in Nairobi. The study further found out that fuel economy, level of passenger comfort, colour, the resale value of the car, the ability to maintain the car, performance and speed are important in the choice of a car among the buyers of passenger motor cars in Nairobi. The study recommends provision of more information for the researchers and managers to better understand and manage the different levels of their group fitness customer base. Knowledge regarding these factors will help managers fully exploit the potential of these marketing concepts and provide insight to be considered in decision-making and campaign planning for different customer segments. The study recommends that the more important the product or service is to the customer, the more trouble they have probably taken in their decision to do business with you, and the more likely they are to stick with what they have decided. Most customers would therefore be highly involved in the category when choosing a new car.