THE EFFECT OF STRATEGIC ADVERTISING ON CONSUMER BRAND LOYALTY: A CASE OF BRITAM ASSET MANAGERS LIMITED, NAIROBI, KENYA

AbstractPurpose: The purpose of the study was to establish the effect of strategic advertising on consumer brand loyalty.Methodology: The study used the descriptive research design. The population of this study comprised of a total of 6,500 Britam Asset Managers Limited customers. The target population comprised all of Britam Asset Managers Limited customers within Nairobi. The sample size of this study was 357 respondents. Both Stratified sampling and random sampling techniques were used to select the sample. The primary data was collected through questionnaires. The data collected was then subjected to both quantitative and qualitative analysis. The findings of the research study were presented using appropriate graphs, frequency tables and charts. Statistical Packages for Social Sciences (SPSS) was used.Results: The findings showed that, strategic advertising created awareness of the company’s products and services, it also assured customer of the safety of their investments with the company and finally convinced customers to continue using products and services. The study also identified factor that affect customer brand loyalty which included; high quality perception of the, company’s products and services, popularity of the firm’s brand name, firm’s experience in the financial service industry, the experience of the company’s key staff members among others. Further, the results in indicate that strategic advertising had a positive significant association with consumer brand loyalty.Unique contribution to theory, practice and policy: The study recommended that companies need to position their brands in the minds of consumers in order to achieve desired goals of their strategic advertising. The study also recommended that companies have to break the clutter by evolving innovative ways to attract the attention of the target audience and boost their customer’s loyalty.

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DETERMINANTS INFLUENCING PENSION FUND INVESTMENT PERFORMANCE IN KENYA

International Journal of Finance ◽

10.47941/ijf.227 ◽

2018 ◽

Vol 3 (1) ◽

pp. 14

Author(s):

Anthony Kyanesa Mutula ◽

Dr. Assumptah Kagiri

Keyword(s):

Pension Fund ◽

Multiple Linear Regression Model ◽

Target Population ◽

Pension Funds ◽

Primary Data ◽

Investment Strategies ◽

Investment Performance ◽

Descriptive Research ◽

Fund Investment ◽

Regulation Compliance

Purpose: The purpose of the study was to investigate the determinants influencing pension fund investment performance in Kenya.Methodology: The study employed a descriptive research design. The study target population was all the 33 registered pension funds in Kenya, and the sample size was 66 senior employees involved in decision making. The study adopted a census approach and therefore data was collected from all the 33 registered pension funds. A questionnaire was used to collect primary data from the selected respondents. The data collected was analyzed using the statistical package for social sciences (SPSS) version 23.0. The software was used to produce frequencies, descriptive and inferential statistics which was used to derive generalizations and conclusions regarding the population. Multiple linear regression model was used to measure the relationship between the independent variables and the dependent variable. The study findings were presented using figures and tables.Results: The study findings revealed a positive and significant relationship between diversification decisions, management competency, investment strategies, regulation compliance and investment performance of pension funds in Kenya.Unique contribution to theory, practice and policy: The study recommended that the management of pension funds should establish a strong organization structure and policy implementation, which will enhance their portfolio composition; the firms should have highly competent management; should incorporate investment literacy and capability programs in their organizations; and should continue adhering to the set regulations.

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Measurement of Brand Awareness and Brand Loyalty of Goldstar Shoes

Management Dynamics ◽

10.3126/md.v21i1.26994 ◽

2020 ◽

Vol 21 (1) ◽

pp. 5-12

Author(s):

Kailash Patendra Amatya

Keyword(s):

Research Design ◽

Brand Loyalty ◽

Study Data ◽

Pricing Strategy ◽

Brand Awareness ◽

Primary Data ◽

Purchase Decision ◽

Design Data ◽

Customer Base ◽

Descriptive Research

The purpose of this study is to measure the degree of brand awareness and brand loyalty of Goldstar shoes among Nepalese consumers. The study has adopted descriptive research design. Data in the study are collected from primary data. A total of 70 respondents participated in this study. Data were analyzed using various tools such as tables and figures to draw the conclusion. The findings show that majority of consumers are aware about Goldstar shoes and associate them with durability, comfort and price attributes. However, this familiarity is not able to influence the purchase decision of consumers. The manufacturers should manufacturer footwear in various designs and styles using better materials that ensure comfort and durability to consumers along with maintaining reasonable pricing strategy to have a strong customer base loyalty.

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EFFECT OF MOBILE BANKING ON PERFORMANCE OF MICROFINANCE BANKS IN KENYA

European Journal of Business and Strategic Management ◽

10.47604/ejbsm.1171 ◽

2020 ◽

Vol 5 (2) ◽

pp. 64

Author(s):

Eunice Wangari Ndirangu ◽

David Kiragu ◽

Antony Ngunyi

Keyword(s):

Target Population ◽

Cash Transfer ◽

Primary Data ◽

P Value ◽

Unique Contribution ◽

Mobile Banking ◽

Telecommunication Services ◽

Descriptive Research ◽

Number Of Factors ◽

Beta Coefficient

Purpose: The purpose of this study was to establish the effect of mobile banking on performance of microfinance banks in Kenya Methodology: The study adopted positivism philosophy approach and descriptive research design was used. The study also used census survey. The target population was the thirteen Microfinance Banks regulated by the Central Bank of Kenya. The questionnaires were self-administered and primary data was collected from the thirteen regulated microfinance banks. The data was analyzed using the Statistical Package for Social Science. Descriptive and inferential statistics were used for preliminary analysis. Factor analysis was conducted to reduce the number of factors and Kaiser Mayer Olkin and Barlett’s test of Sphericity were tested and total variance explained, scree plot and rotated component matrix were drawn. Findings: The findings showed that majority of the respondents were in agreement that it is easy to deposit and withdraw cash, transfer funds, apply loan and check the balance using mobile banking. The hypothesis (H02) findings showed that mobile banking had a significant effect on performance of MFBs. The summary model showed that the R was 0.280 and a R square of 0.078. This implied that mobile banking predicted 7.8% of the performance of MFBs. The ANOVA results showed that F value was 4.940 and a p value of 0.030 which indicates that it was statistically significant. After the T test mobile banking beta coefficient was the regression model was generated Y = 2.841+ 0.271MBA. Unique contribution to theory, practice and policy: The study recommends that MFBs should partner with telecommunication services providers to develop products and services which are customer oriented and easy to use. They should develop strategies on market penetration by creating awareness on the product and services available in the market.

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Evaluation of Monetary Challenges Affecting Operations of Private Tertiary Colleges in Nakuru Town, Kenya

European Journal of Engineering Research and Science ◽

10.24018/ejers.2018.3.3.591 ◽

2018 ◽

Vol 3 (3) ◽

pp. 67

Author(s):

A. N. Mugo

Keyword(s):

Social Sciences ◽

Research Design ◽

Target Population ◽

Order Theory ◽

Primary Data ◽

Pecking Order ◽

Pecking Order Theory ◽

Descriptive Research ◽

Entry Points ◽

The Relationship

Tertiary colleges are the institution in between the secondary and the universities. They are set aside for those students who fail to join universities due to failure of meeting entry points or lack of requisite fees. Most of these institutions are run by private sectors while a small percentage is run by public sectors. Due to various challenges here have been instances of monetary constraints in these institutions. This facilitated this study which hunted to evaluate the monetary challenges affecting operations of the private tertiary colleges. The study sought to establish the access of funds and credit facilities on operations of the aforestated private tertiary colleges. The pecking order theory guided the study. The study was conducted amongst private tertiary colleges in Nakuru town, Kenya. The study adopted descriptive research design with target population of 109 employees of these institutions. A census survey was conducted. The study employed a questionnaire to collect primary data. Data was processed and analyzed with the aid of the Statistical Package for Social Sciences software. Descriptive and inferential analyses were duly conducted. The findings indicated that access of funds and credit facilities affect operations of private tertiary colleges positively and that the relationship between the two constructs is statistically significant (r = 0.665; p < 0.01). The study concluded that the role played by funds and credit facilities in the Operations of private tertiary colleges cannot be understated. It is recommended that the management of private tertiary colleges should devise various sources of funding such as initiating income-generating projects and liaise with corporate entities for sponsorship of needy students.

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EFFECT OF ACCESS TO FINANCE ON FINANCIAL PERFOMANCE OF PROCESSING SMES IN KITUI COUNTY, KENYA

International Journal of Finance and Accounting ◽

10.47604/ijfa.896 ◽

2019 ◽

Vol 4 (1) ◽

pp. 75

Author(s):

Muli Dickson Mbuva ◽

Kevin Wachira

Keyword(s):

Financial Performance ◽

Critical Role ◽

Chief Executive ◽

Target Population ◽

Primary Data ◽

Unique Contribution ◽

Access To Finance ◽

Developed Economies ◽

Descriptive Research ◽

Job Opportunities

Purpose: The SMEs play critical role in creating job opportunities and growth of the economy. Currently, the rate at which the new firms formed have stagnated and those with less than 5 years are closing down is very high. This has triggered research on the financial performance of the SMEs especially in areas with high levels of poverty since most studies concentrate on developed economies and urban centres. This study investigated the effect of access to finance on financial performance of processing SMEs in Kitui County. Methodology: Descriptive research design was applied to conduct the study. The target population was the 25 processing SMEs in Kitui County where for each firm; the Chief Executive Officer, the finance manager and the Chief accountant were considered as respondents giving rise to a total of 75 respondents. An interview and Semi- structured questionnaires were used to collect primary data from the respondents. The data was inspected for completeness, accuracy, reliability and consistency then analysed using SPSS Version 20 Software. Descriptive statistics such as mean, and the standard deviation were computed to describe the data collected. Moreover, inferential statistics at 95% confidence level were used. Results: The findings of the study indicated that financial performance positively correlated with the access to finance. The findings were supported by the literature reviewed by the study. With reference to the findings, various recommendations were made. Unique Contribution to Theory, Practice and Policy: To start with, the study recommended financial institutions to create favourable policies to enable SMEs access loans easily. Secondly, the study recommended government to offer incentives and funding to SMEs at a lower cost to boost their financial performance. Finally, the study recommended more studies to identify other factors that influenced the financial performance of SMEs in Kenya.

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Effect of Beneficiary Participation on the Implementation of Sand Dam Drift Projects in Kaiti Sub-County

Journal of Entrepreneurship and Project Management ◽

10.47941/jepm.13 ◽

2016 ◽

Vol 1 (1) ◽

pp. 1-19

Author(s):

Benson Muteti Masila ◽

Dr. Mike Iravo

Keyword(s):

Linear Regression Analysis ◽

Simple Random Sampling ◽

Target Population ◽

Multiple Linear Regression Analysis ◽

Policy Formulation ◽

Primary Data ◽

Analysis Model ◽

Descriptive Research ◽

Community Project ◽

The Government

Purpose: The purpose of this study was to establish the effect of beneficiary participation on the implementation of sand dam drift projects in Kaiti Sub-County.Methodology: The study used descriptive research design. The target population for the study was all 19, 656 households in Kaiti Sub-County. The sample size was 150 household. The study used simple random sampling to select the household. The households’ heads were the respondents. The study used primary data gathered by use of a structured and semi-structured questionnaire. Descriptive statistics such as, mean and frequencies and inferential statistics, regression and correlation analysis, were used to perform data analysis. A multiple linear regression analysis model was used to test the hypotheses and link the variables. Results: The findings indicated that there was a positive and a significant relationship between Beneficiaries’ participation in identification of project activities, Beneficiary Commitment, Beneficiary knowledge and Capacity building and the implementation of sand dam drift projects.Unique contribution to theory, practice and policy: The findings of this study are useful to the government in policy formulation on community project involvement.

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JOB PROMOTION AND EMPLOYEE PERFORMANCE IN KENYA FORESTRY RESEARCH INSTITUTE HEADQUARTER IN MUGUGA, KIAMBU COUNTY

European Journal of Human Resource Management Studies ◽

10.46827/ejhrms.v5i1.1041 ◽

2021 ◽

Vol 5 (1) ◽

Author(s):

Veronica Ratemo ◽

Hannah Bula ◽

Makhamara Felistus

Keyword(s):

Employee Performance ◽

Pearson Correlation ◽

Target Population ◽

Multivariate Regression Analysis ◽

Primary Data ◽

Past Performance ◽

Descriptive Research ◽

Forestry Research ◽

Job Promotion ◽

Research Institute

Employee performance at Kenya Forestry Research Institute has been found to be poor, with more than one third of organization’s employees failing to meet deadlines, regarding accomplishing their tasks or organizational targets. This study sought to investigate the effects of job promotion practices on employee performance in Kenya Forestry Research Institute in Muguga, Kenya. The study was anchored on expectancy theory. The study used a positivism philosophy and a descriptive research design. The unit of analysis was Kenya Forestry Research Institute. The target population was all the 178 staff working in Kenya Forestry Research Institute in Muguga. A sample of 121 respondents was selected through stratified random sampling. A semi-structured questionnaire was used in collecting primary data. A pilot study was conducted to ensure the data collection tool is reliable. Analysis of qualitative data was carried out through thematic analysis. Descriptive statistics focused on frequency distribution, percentages, mean and standard deviation. Components of inferential statistics include; Pearson correlation coefficient and multivariate regression analysis. Both descriptive and inferential data was analyzed by the help of SPSS Version 25. The results obtained were presented both in tables as well as figures (pie charts and bar graphs). The study found that job promotion practices have significant effect on employee performance in Kenya Forestry Research Institute. Further, the study found that employees acquire new skills through job promotion. Henceforth, the study recommends that Kenya Forest Research Institute Headquarter should consider leadership abilities, attitude of staff and review past performance when promoting staff so as to improve on their overall competency skills. JEL: J01; J81 Article visualizations:<img src="/-counters-/edu_01/0778/a.php" alt="Hit counter" />

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INFLUENCE OF FINANCIAL CAPABILITIES ON COMPETITIVENESS OF FOOD AND BEVERAGE MANUFACTURING FIRMS IN KENYA

Journal of Business and Strategic Management ◽

10.47941/jbsm.677 ◽

2021 ◽

Vol 6 (2) ◽

pp. 25-41

Author(s):

Edward Maina Muiruri ◽

Dr. Patrick Karanja Ngugi ◽

Dr. Allan Kihara

Keyword(s):

Empirical Studies ◽

Cash Holdings ◽

Target Population ◽

Primary Data ◽

Unique Contribution ◽

Foreign Companies ◽

Descriptive Research ◽

Bank Deposits ◽

Food And Beverage ◽

The Relationship

Purpose: The firms have been facing steep competition from foreign companies due to increased globalization. The aim of the study was to find out the influence of financial capabilities on competitiveness of food and beverage processing companies in Kenya. Methodology: The study was informed by resource based theory. Empirical studies were reviewed to provide the basis for research gaps to be filled by the current study. Descriptive research design was employed while the target population was the 187 food and beverage processing firms in Kenya. A census was used where all the 187 companies were contacted. Structured questionnaire was used to obtain the primary data which was analyzed through mixed method analysis. Descriptive statistics were used to analyze quantitative data while qualitative data was analyzed through content analysis. Inferential statistics were used to analyze the relationship between variables through the regression model. The findings were presented in form of tables, pie-charts and bar-graphs. Results: The companies however mainly relied on bank deposits as the source of funding for their operations. Financial capabilities significantly and positively influence the competitiveness of the food and beverage processing firms. The bank deposits, cash holdings and stock holdings create the financial muscle of the firms by ensuring that they are able to obtain adequate and high quality production inputs thus contributing to the companies’ success. The correlation analysis revealed that there was a positive and significant association between Financial capabilities and firm competitiveness (r = 0.698, p = 0.000). Regression of coefficients results revealed that Financial capabilities and firm competitiveness are positively and significantly related (β =0.638, p=0.000). Unique contribution to theory, practice and policy: The firms ought to seek adequate financial capabilities as a way of effectively financing their operations to gain competitiveness. The companies should embrace accountability and proper investments that increase their bank deposits, cash holdings and stock holdings through which they can sustain their operations towards competitiveness. The companies should embrace accountability and proper investments that increase their bank deposits, cash holdings and stock holdings through which they can sustain their operations towards competitiveness.

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INFLUENCE OF PROCUREMENT PRACTICES ON PERFORMANCE OF STATE CORPORATIONS IN KENYA

International Journal of Supply Chain and Logistics ◽

10.47941/ijscl.v3i1.285 ◽

2019 ◽

Vol 3 (1) ◽

pp. 76

Author(s):

Dennis Muli Nganu ◽

Dr. Patrick Mwangangi

Keyword(s):

Relationship Management ◽

Target Population ◽

The State ◽

Primary Data ◽

Strategic Sourcing ◽

Descriptive Research ◽

Level Of Automation ◽

Strategic Role ◽

State Corporation

Purpose: The purpose of this study was to establish how procurement practices influence performance of state corporations in Kenya. This study specifically sought to establish the influence of relationship management, strategic sourcing, adoption of information technology, and procurement methods on performance of state corporations.Methodology: The study employed descriptive research design with target population of 146 State Corporations in Kenya and using census. The study used primary data which was collected using a comprehensive questionnaire. Quantitative data collected was analysed by the use of descriptive statistics using SPSS (version 23). Multiple regression analysis was used to establish the relation among the variables.Results: The study concludes that the set of independent variables are very significant and they therefore need to be considered in any effort to enhance perfomance of the state corporations in Kenya. From the study findings there is need for the organization to enhance supplier appraisal to improve performance of its suppliers. The organization should focus on building long lasting relationships with suppliers.There is need for the top management in the organization to emphasize the strategic role of the strategic functions. Sourcing long-range plan includes developing relationship with the key suppliers. It was concluded that supplier relationship management, adoption of IT, strategic sourcing and procurement methods had a significant positive relationship with the perfomance of state corporations in Kenya.Recommendations: The study recommends that there is need for the adoption of the IT to enhance performance of the state corporation. The study recommends for the organization to ensure that there is adequate IT infrastructure; adequate level of automation for the procurement staff in the organization, enhanced e-procurement to facilitate reduction of costs and the organization should have adequate procurement usage to enhance implementation of rules and regulations.The study recommends that the organization need to adopt the appropriate procurement methods to reduce in average inventory held. Procurement methods can lead to improved quality for goods, works and services. Effective procurement methods can match the demand and supply for goods and lead to the reduction of complaints from the users. The competitive procurement methods can reduce the overpriced bids and reduce unethical behaviour among the procurement staff.

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Significance of Brand name in Brand Loyalty-An Empirical Study in Automobile Sector

Global Journal of Enterprise Information System ◽

10.18311/gjeis/2017/16127 ◽

2017 ◽

Vol 9 (3) ◽

pp. 65

Author(s):

Shivani Malhan ◽

Manvinder Tandon

Keyword(s):

Conjoint Analysis ◽

Customer Service ◽

Brand Loyalty ◽

Primary Data ◽

Brand Name ◽

Front Passenger ◽

Interview Method ◽

Full Profile ◽

Set Up ◽

The Relationship

This paper attempts to examine whether the consumer is brand conscious and he thinks that the brand name is important for him or not. According to the pilot study and interview method applied in this paper, the most important attributes considered by the customers while repurchasing the car are Price, Comfort and safety, Brand name and Customer Service. The study is based on primary data, collected from Jalandhar city of Punjab. Conjoint analysis is employed to determine which combinations of a limited number of attributes are most influential for the respondents while taking a decision in purchase of passenger car. In conjoint analysis, we use full profile approach in which profiles are reduced using orthogonal array approach. The empirical findings reiterate that consumers in this region experience that the most important attribute in Brand Loyalty is comfort and safety. This is because customers think that the features like front passenger airbags, advanced braking systems and air conditioning are very essential in the today are set up. The second important determinant of Brand Loyalty is price which may be accounted to affordability of the customer. The customers have also given relevance to customer service because the process of building the relationship with customer starts with the purchase of car but it keeps on evolving after the sale. The least importance is given to the attribute - brand name as per the empirical findings of the study.

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