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Effects of Brand Perception, Information and Previous Usage on Purchase Intention: A Case of Diageo

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dc.contributor.author Kibera, Bryan Karimi
dc.date.accessioned 2019-11-13T09:38:34Z
dc.date.available 2019-11-13T09:38:34Z
dc.date.issued 2019
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4968
dc.description A Research Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Master of Science in Organizational Development (MOD) en_US
dc.description.abstract The purpose of this study was to establish the effects of brand perception exposure to information and previous usage to purchase intention of Diageo products. The research was guided by the following research questions: what is the effect of brand perception on purchase intention of Diageo products? What is the effect of exposure to information on purchase intention of Diageo products? What is the effect of previous usage on purchase intention of Diageo products? The study used descriptive research design by analyzing the relationships between brand perception, exposure to information and previous usage on purchase intention. The total population of study was comprised of 3250 appointed wholesalers receiving supplies from Diageo products. The sample size of this study was therefore be 138 appointed Diageo distributors. A questionnaire was used for the collection of data from the respondents. The study applied descriptive statistics where the means and standard deviations were computed, at the same time the study used inferential statistics through regression and correlation analysis by use of SPSS. The output was presented inform of figures and tables for better comprehension. The findings on the first objective revealed that brand image played an important role in distinguishing between brands within similar products or brand categories and brands with a good image enhance positive attitude and increase purchase intention. Study also shows that consumers perceive that high prestige and high-quality premium products eventually are highly priced. The findings on the second objective established that through advertisement the firm has been able to convince the customer to purchase certain product. Perceived quality influence purchase intention. Customer attitude towards advertisement and purchase intention is fully mediated by attitude towards brand. Majority also prefer buying advertised products more than those which are not advertised. The findings on the last objective established that product quality affect consumers' purchase intention and familiarity with a brand influence the purchase intention. Findings also show that perceived financial risk affects customer satisfaction and purchase intention. Familiarity with the organization has a direct and influence on proneness it was also established that perceived physical risk affects customer satisfaction and purchase intention. The study concluded that brand image is very crucial in distinguishing between brands within similar product or brand categories. It is vital the firm offers fair price in order to influence customer satisfaction and subsequent purchase behavior as some consumers may also prefer purchasing a product based solely on the influence of price. Secondly, the study concluded that through advertisement the firm has been able to convince the customer to purchase certain product. Use of exciting and informative adverts may make consumers prefer particular product over others. In addition, television advertisement is the most influencing factor in purchasing Diageo products. Thirdly, product quality and familiarity with a brand influence the purchase intention. When customers have an increased brand awareness they benefit from high purchase intention. In addition, products that have perceived physical risk have a negative influence on customer satisfaction and purchase intention. It was recommended that Diageo should always create a positive brand image if their main intention is to increase purchase intention. As a company, the firm should also ensure that customers enjoy prior knowledge and experience they have with the brands at all times. Secondly, there should be a continuous use of advertisement to convince the customer to purchase nonmoving Diageo products. More celebrity endorsement is highly encouraged to increase information of product among customer. Such high status and endorser will significantly impact on attitude towards the adverts. Finally, Diageo needs to ensure that they have the right attributes for the products they produce. Diageo should look for the appropriate means to increase brand awareness of their products hence increase the purchase intention. Regular research should also be done to check if products satisfy the customer’s needs. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Brand Perception en_US
dc.subject Purchase Intention en_US
dc.subject Diageo en_US
dc.subject Information and Previous Usage en_US
dc.title Effects of Brand Perception, Information and Previous Usage on Purchase Intention: A Case of Diageo en_US
dc.type Thesis en_US


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