Perception on Kenya Power and Lighting Company's advertising strategy by domestic customers in Nairobi
Firms adopt various strategies in order to remain competitive in increasingly global and liberal market. One of the strategies that have been employed includes advertising strategy. However, seeing as advertising clutter has increased tremendously and is more intense than ever, the advertiser would love nothing more than to be able to predict or influence what a consumer pays attention to, what moves him to make a purchase, or what prevents an individual from doing so. The objectives of the study were to establish the awareness level of KPLC's advertisements by its domestic consumers in Nairobi and to determine the perception of these consumers on KPLC's advertising strategy. This was a descriptive research which targeted all KPLC domestic consumers in Nairobi. Data was collected in the month of October; 201O.A sample size of 120 customers was interviewed using convenient sampling. Primary data was collected using a semi-structured questionnaire and a response rate of 87% was achieved. Descriptive statistics was used to summarize and analyze the data. Frequency distribution, percentages, mean score and standard deviation were used to determine the extent of awareness of the KPLC'S advertisements by the respondents and their perception towards the company's advertising strategy. The study findings indicated that most respondents were male, married, and are in the age bracket of (25-39) years, had university and college degrees. The findings further showed that all respondents were aware of KPLC's promotional activities and identified advertising as was one of the prominent activities. The findings further found out that the most outstanding advert was Mulika mwizi, Easypay, Badilisha Bulb and StimaLoan. The other adverts such as umeme pamoja scored low in awareness and none of the respondents remembered E-bill. The main sources of awareness were radio and television, Billboards newspapers and vehicle branding. Banners and brochures and magazines were the least sources of awareness. In regard to consumer perception, majority of respondents agreed that KPLC was now advertising more than before , and appreciates that advertising has helped people to be aware of KPLC's products, they agree that advertising helps support company activities such as anti-vandalism and like the use of different languages in radio that has ensured reach to diverse audiences. KPLC's advertising strategy works; this is evident by the high awareness level of the adverts and a positive attitude by the consumers towards advertising strategy. The main limitation of the study was that self-administered questionnaire was used which was unable to prod the respondents especially on advertisements.