TY - JOUR AU - Nthenya, Hilda Coletta AU - Mulili, Dr. Benjamin AU - Ngui, Dr. Thomas PY - 2019/09/27 Y2 - 2024/03/28 TI - Improving Purchasing Decision Making Process through Brand Awareness: The Case of Saloon Car Buyers in Nairobi, Kenya JF - Journal of Marketing and Communication JA - journal-of-marketing-and-communication VL - 2 IS - 1 SE - Articles DO - UR - https://stratfordjournals.org/journals/index.php/journal-of-marketing/article/view/344 SP - 48 - 63 AB - <p>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. The brand awareness concept has been used to guide this study as it is fundamental to the consumer 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 an eighty-two (82%) response rate was achieved. Data was analyzed using SPSS V20. Leading saloon car symbols were listed and respondents were 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 the purchase decision process in a future brand choice. When it came to recalling, 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 consumer's 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 behaviour disciplines and to industry policy and practice.</p><p>Keywords: <em>Recognition, Consumer Purchase Decision, Recall, Dominance, Saloon Car Buyers Nairobi, Kenya.</em></p><p>&nbsp;</p> ER -