Improving Purchasing Decision Making Process through Brand Awareness: The Case of Saloon Car Buyers in Nairobi, Kenya

  • Hilda Coletta Nthenya Catholic University of Eastern Africa
  • Dr. Benjamin Mulili Catholic University of Eastern Africa
  • Dr. Thomas Ngui Catholic University of East Africa

Abstract

This descriptive research used non-probability convenient sampling to examine the role brand awareness plays in improving the purchase decision of saloon car buyers in Nairobi, Kenya. Brand awareness concept has been used to guide this study as it is fundamental to the consumer’s life as the interaction initiation point to the brands as represented by the dimensions; recognition, recall and dominance as per literature. A semi-structured questionnaire was distributed to a purposive convenient sample and eighty-two (82%) response rate achieved. Data was analyzed using SPSS – V20. Leading saloon car symbols were listed and respondents asked to identify the brands they represented. The top brands recognized correctly were BMW, Nissan, Mercedes Benz, Mazda, Toyota and Ford. Chi-Square test results established that consumers’ recognition of a saloon car brand is significant in improving purchase decision process in a future brand choice. When it came to recall, the saloon cars recalled in order of brands were Toyota, Mercedes Benz, Subaru, BMW, Nissan and Peugeot. This indicated the dominance of the said brands in the motor industry. The study findings answered the research questions and achieved the main objective that brand awareness improves the consumers’ decision-making process during the purchase of a saloon car. This study therefore may contribute to the body of knowledge in the branding and consumer behavior disciplines and to industry policy and practice.

Keywords: Recognition, Consumer Purchase Decision, Recall, Dominance, Saloon Car Buyers Nairobi, Kenya.

Author Biographies

Hilda Coletta Nthenya, Catholic University of Eastern Africa

Post graduate Student, Catholic University of Eastern Africa

Dr. Benjamin Mulili, Catholic University of Eastern Africa

Lecturer, Catholic University of Eastern Africa

Dr. Thomas Ngui, Catholic University of East Africa

Lecturer, Catholic University of Eastern Africa

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Published
2019-09-27
How to Cite
Nthenya, H., Mulili, D. B., & Ngui, D. T. (2019). Improving Purchasing Decision Making Process through Brand Awareness: The Case of Saloon Car Buyers in Nairobi, Kenya. Journal of Marketing and Communication, 2(1), 48-63. Retrieved from http://stratfordjournals.org/journals/index.php/journal-of-marketing/article/view/344
Section
Articles