Factors affecting brand loyalty in print media industry in Kenya: a case of newspaper subscribers in Kisumu City
Odhiambo, Bonfredrine M
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The study sought to determine factors that affected brand loyalty in the print media industry. Daily newspapers refers to those published at least four times a week and calculated as average circulation (or copies printed) per 1,000 people. The top and most influential daily newspapers in Kenya are the Daily Nation and The Standard. Other important news dailies include People Daily, Kenya Times, and The Star. The researcher employed descriptive survey. Descriptive survey was employed because it allowed the researcher to adopt a holistic approach on the study sample and utilize research tools like questionnaires and interview schedules. The target population consisted of newspaper subscriber's who are known to be the current purchase decision makers. There were approximately 500 subscribers of Daily Newspaper in Kisumu City. The study adopted stratified random sampling technique to draw a sample from the study population. Stratification allowed the investigation of the characteristics of interest for particular subgroups. Data collection was from two main sources; primary and secondary. Secondary sources included relevant documents and reports. Secondary data was collected by reviewing available literatures and refereed journals in relation to the topic. In using Primary sources data was collected from selected respondents. Primary data was gathered using interview Guides and Questionnaires. Both Likert Scale and closed ended questionnaires were administered, this was because Close ended questionnaires were easier to analyze since they were in an immediate usable form and again each item was followed by alternative answers. The researcher preferred to use this method because of its ability to solicit information from respondents within a short time. Measures of central tendency (mean, mode, median), frequencies and percentages were used to describe the population. The researcher concluded that there was need to create and maintain a higher intensity level of distribution of products and equally reduction of product price, this was because respondents showed a strong belief in price and value of their favorite brands so much so that they would compare and evaluate prices with alternative brands. In line with the study objective the researcher recommended that there was need to improve on the service quality within the print media industry in that the impact of sales people consumer relationships will generally result in long-term orientation of consumers towards the brand this can be done through investing on training of the Vendors, Merchandisers and Agents on how to aggressively sale their products.