Brand Equity and Consumer Behaviour Among Selected Outlets of Telecommunication Companies in Kenya (Published)
In today’s contemporary marketplace, competition has become so high to an extent that every firm is focusing on differentiating its service and product offerings from its competitors. This product and service differentiation makes firms to have unique features in their brand. Against this background, this study seeked to assess the issue of brand equity and consumer behaviour among selected telecommunication outlets in the North Rift region of Kenya. The aim of the study was to address the following research questions; What influence does brand loyalty have on consumer behaviour among telecommunication companies in the North Rift region of Kenya? How does brand association influence consumer behaviour in the telecommunication industry in North Rift region of Kenya? What influence does brand awareness have on consumer behaviour among telecommunication outlets in North Rift region in Kenya? Does perceived quality influence consumer behaviour among telecommunication outlets selected in the North Rift region? Given these research questions, the study was anchored on a Consumer-Based Brand Equity (CBBE) theory. A descriptive survey design was adopted which targeted about 22,510761 customers visiting the selected telecommunication outlets in the region. To collect information effectively, The study utilized a stratified sampling technique, which selected 384 participants. Using questionnaire, data was collected from the respondents who gave insights on the study’s research questions. The data was analysed in Spss program to determine the relationship between dependent and independent variables. sing simple and multiple linear regression analysis, the study found that the four components of brand equity have a significant relationship with consumer behaviour.
Keywords: Brand Equity, Brand awareness, and perceived quality, brand association, brand loyalty