A survey of the attitude of consumers towards retail media advertising by tobacco firms in Kenya

Abstract

This survey was conducted to establish the attitudes of consumers towards retail media advertising by tobacco firms in Kenya. Specifically, the objective ofthis study was to establish consumer attitudes towards Retail Media Advertising by British American Tobacco (BAT) in Nairobi. The main objective being to determine consumer awareness and recognition of retail media advertising tools as well as determining behaviour and action that, consumers express towards retail media advertising. The study covered the three components of attitudes mainly the cognitive, affective and conative in relation to retail media advertising. The population of interest for this study comprised the entire BAT customers. Since the number of BAT customers is not known the retail media outlets in Nairobi which in total are 30 outlets were used to identify the consumers. A sample size of 300 customers was used. Primary data was collected from 288 respondents' selected using judgemental sampling from the British American Tobacco (BAT) retail media outlets. Only those retail outlets that were located in Nairobi were used for the study because they were easy to access and monitor. The primary data was used in the study and this was collected using questionnaire comprising both open and closed ended questions. Collected data was analysed by use of descriptive statistics. These included tables, bar charts and percentages to represent response rate on information collected. Tables of frequencies were summarized to determine consumer attitude towards Retail Media. The response rate was 96% achieved against the target of 300 respondents. The findings of the study were that the consumers are aware and knowledgeable about Retail Media Advertising tools used by BAT. They also showed preference for and consideration towards Retail Media Advertisements and thus they are driven to respond favourably to Retail Media Advertisements. The majority ofthe consumers interviewed expressed their interest and showed their intentions to respond through actions of purchasing the advertised products. Retail media advertising tools that scored the highest were the package, exterior design and in-store signs with all of them scoring above 50% of the consumer's acceptance as being

good tools for creation of brand awareness. Packaging and exterior design were key to the liking and preference with the attractiveness advertisement scoring high for the retail media advertisement. Liking, consideration and purchase ofthe advertised product also scored high. Therefore, marketers have the task of developing marketing programs that emphasis the above so as to influence the consumers' attitudes positively and should incorporate gender and age factors to be able to reach the target consumers effectively. This study was conducted in Nairobi and one company in the industry and therefore cannot be used to generalize the observed consumers' attitude to apply in rural areas and other industry players. The study also covered the three components of attitudes that consumers may express towards a product or an object. It is recommended that further study should be widened to cover other Tobacco companies consumers in Kenya to see whether the said factors that affect consumer's attitude towards Retail media advertising by British American Tobacco also will affect them the same, to establish whether the objectives of the British American Tobacco of using this media have been achieved and will continue being achieved, specific component of attitudes could be studied in depth and its effect analysed specifically to determine their effects to retail media advertising and other fast moving consumer companies can be studies to establish how retail media advertising can assist in creating positive consumer attitudes toward their products.