Abstract:
This study sought to examine the effects of marketing factors (four Ps of marketing mix) on consumers buying behavior of branded teas in Eldoret Municipality, in Uasin Gishu District. The specific objectives of the study were to: determine the influence of product; price; promotion; and, distribution strategies on consumers' choice of packaged branded teas. This study is beneficial to managers of tea marketing firms who are able to know what consumers considered when purchasing a brand of tea in the market place. Companies can use the findings of the study to appropriately design their marketing strategies to respond to consumer needs. Consumers of branded teas will benefit if tea marketing firms respond accordingly to consumers' needs by developing appropriate marketing strategies in terms of right price, quality products, product availability, and appropriate promotional activities. All these shall enhance consumer welfare and satisfaction. Moreover, stakeholders in the tea Industry such as traders, KTDA and TBK shall benefit by meeting their business objectives through increased consumption of branded packaged teas. Researchers and academics will find the findings of the study useful as source of future reference and basis for further research. This study used a descriptive research design in form of a survey to assess the effects of the marketing factors on purchase of branded teas in Eldoret Municipality. The target population was 35,372 households in six locations of Eldoret Municipality. A stratified sampling technique was used to select a representative sample of 378 respondents from the six locations of Eldoret Municipality. The locations were Simat, Kapsoya, Pioneer, Chepkoilel, Kapurgen and Kapyemit. The data for the study was collected mainly from primary sources using a questionnaire designed by the researcher. A total of six enumerators were used to administer the questionnaires to the respondents. The data collected was coded and edited, then analyzed using descriptive statistics using the mode. The interpreted data were grouped according to the common themes of the study and were presented by use of tables and figures. Statistical Package for Social Sciences (SPSS) software was used to aid in data analysis. The study determined the influence of product strategies on the purchase of branded teas in Eldoret Town. It revealed that most consumers used loose packed tea brands and used between 1-2 brands. The study also established that quality of tea, packaging, product range, brand name and company name influenced respondents' purchase decisions. It further established the influence of pricing strategies on respondents' choice of what brand they bought. The study found that consumers compared prices while shopping and they were conscious on prices that they perceived had value for money. Moreover, the study revealed that consumers were influenced by price discounts and price which matched quality of the brand. The study further established the influence of promotion strategies on buying of branded teas. It revealed that most consumers came to know of their brands through a friend and promotional campaigns. The study found that the promotion factors which had significant impact on purchasing decisions were; promotional offers, free product samples and point of sale materials. Advertising, billboards and exhibitions had minimal influence on purchase decisions.
The study also revealed that distribution strategies had significant influence on consumers buying behavior. It showed that most consumers bought branded teas from Supermarkets and Shops. The location of outlet, consistent availability of the brand, customer service and good product display impacted positively on respondents' purchase decisions. Overall respondents were fairy satisfied with their current brands of tea. In conclusion, the four marketing factors: product, price, promotion and distribution played an important role in influencing consumers' choice of branded teas in Eldoret Town. Consumers were keen on high quality of tea, attractive packaging, affordability, value for money, promotional offers, product availability, known brand name and good Company reputation. It is recommended that tea packers should avail high quality tea brands consistently to consumers with good taste and aroma. Tea companies should ensure that their brands are perceived by consumers to have value for money. They should provide price discounts quite often to retain their loyal customers. Moreover, tea firms should ensure that their pricing strategies meet the requirements of each market segment and always relate their price with the quality of the product in order to exceed customer expectations. Tea packaging firms should concentrate on tactical promotion strategies which influence consumers to buy their brands such as promotional offers, positive brand image, free samples and good company image. Consistent product availability in all major outlets is crucial for success. Tea packaging firms should use the right distribution channels which maximizes the availability of their brands cost effectively.