An Investigation of the Factors Influencing Brand Awareness: A Case of Mobile Service Providers in Kenya

Abstract

The main objective of the study was to establish the factors influencing brand awareness. The study was guided by the following objectives: to establish how advertising brings about brand awareness for mobile service providers, to establish how sales promotions enhance brand awareness for mobile service providers and, to establish how public relations enhance brand awareness for mobile service providers. The population of this study consisted of all 51 16 employees at Safaricom, Airtel, and Orange as at March 2013. The employees of the form mobile service providers were divided based on their departments. Simple random sampling technique was then used to pick respondents from each stratum. Due to some limitations especially associated with time and cost, a sample size of 150 employees was used, out of which 144 responded. Structured questionnaires developed and organized on the basis of the research's specific objectives were distributed to the respondents so as to collect primary data. The questionnaire sought to obtain information about perceptions, attitudes, facts and opinions on the subject matter. Descriptive statistical measures such as, frequencies and percentages were used to analyze data then present it in tables and figures. The study revealed that, majority of the respondents was in agreement that indeed brand awareness is brought about by advertising, in a number of ways. Additionally it was study revealed that advertising increases consumers' willingness to pay by altering quality perceptions and enhancing brand awareness, advertising affects consumer choice. In the same regard, it was revealed that advertising influences consumer perception about the company product. As well advertising enhances the utility that consumers may obtain from purchasing a product, and finally advertising leads to brand awareness, which further lead enhance customer retention. It was also revealed from the study that price discounts bring about brand awareness. As well it was revealed that gifts bring about brand awareness. Additionally, sales promotion makes consumers to like the product (84%), to choose among competing brands, 88 %, to persuade consumers and enhance brand awareness (86%), create loyalty among customers (84%) and to enhance brand awareness (81%). The study further revealed, that public relations (PR) helps mobile service providers attract the customers from the competitors thus enhance brand awareness. PR sells the organization itself & assists to sell the products or services and enhance brand awareness. Additionally public relation s helps increase the sales as well as to increase the company share, public relations helps mobile service providers to enhance the company profit. It was also revealed that PR campaigns creates faith that consumers can never be manipulated , additionally majority of the respondent s agreed (76%), that PR helps the public to understand the company and its products, PR is more believable than advertising, 84 percent , and as well sustainability in the competitive business, arena. The study concluded that advertising brings about brand awareness for mobile service providers. Additionally the study concludes that sales promotions enhance brand awareness for mobile service providers and finally it was concluded that public relations enhance brand awareness for mobile service providers. In light of the findings, the study recommends that mobile services providers should make use of all the tools of advertising if indeed they intent to enhance brand awareness and thus compete effectively. This will help their products to stick in the minds of their respective customers and as such enhance their performance. The study further recommends the need to enhance sales promotions in a bid to maintain high levels of brand awareness in the mind of consumers so as to effectively outdo competition. Finally it is necessary to effectively make use of the various elements of public relations in order to enhance brand awareness among mobile service providers.