BRAND FACTORS INFLUENCING PURCHASE DECISIONS

BY ENTERTAINMENT CUSTOMERS IN KENYA

BY

JANETTE CHELANG’AT RONOH

UNITED STATES INTERNATIONAL UNIVERSITY -

AFRICA

SUMMER 2020
BRAND FACTORS INFLUENCING PURCHASE DECISIONS
BY ENTERTAINMENT CUSTOMERS IN KENYA

BY

JANETTE CHELANG’AT RONOH

A Research Project Report Submitted to the Chandaria School

of Business in Partial Fulfillment of the Requirement for the
Degree of Master’s in Business Administration (MBA)

UNITED STATES INTERNATIONAL UNIVERSITY -

AFRICA

SUMMER 2020
 STUDENT’S DECLARATION
I, the undersigned, declare that this is my original work and has not been submitted to any
other college, institution, or university other than the United States international University
in Nairobi for academic credit.

Signed: Date:
Janette Ronoh (ID 659336)

The project has been presented for examination with my approval as the appointed
supervisor.

Signed: Date:
Dr. Kefah Njenga

Signed: Date:
Dean, Chandaria School of Business

ii
 COPYRIGHT
All rights of this document are reserved and subject to approval from the author to reproduce
any section of the document, either in print, photocopying, or recording.

© Copyright 2020

iii
 ABSTRACT

The purpose of this study was to establish the role of brand factors namely; image, loyalty,
awareness, and equity on purchase decisions by entertainment customers in Kenya. The study
will be guided by the following research questions: To what extent does brand awareness
influences purchase decisions by entertainment customers in Kenya? To what extent does
brand loyalty influence purchase decisions by entertainment customers in Kenya? To what
extent does brand image influence purchase decisions by entertainment customers in Kenya?
To what extent does brand equity influence the purchase decisions of entertainment
customers in Kenya?

This research used descriptive research design to get an in depth understanding of the focus
areas. The population of this study consisted of 1000 respondents and the sample size was
286 obtained from entertainment customers who were presumed to be technologically savvy
with access to at least one social media platform from which they are able to communicate
and receive information online. The researcher utilized the Statistical Package for Social
Science (SPSS) and the results were presented in using descriptive statistics where the
frequencies and means were tabulated. To establish relations inferential statistics which
involves both correlation and regression analysis was employed. Tables and figures were
used to display the results.

The first objective was to establish the extent brand awareness influence consumer purchase
decision. The aggregated mean show that majority agreed brand awareness influence
consumer purchase. Based on the means respondents agreed that the decision to purchase an
entertainment option was based on awareness of the brand. A Pearson correlation analysis
done to establish the relationship between brand awareness and consumer purchase decision
and the result established a strong positive relationship between brand awareness and
consumer purchase decision (r=.747, p value =0.042).

The second objective sought to establish the extent brand loyalty influence consumer
Purchase decision. The result show that customer service experience affect brand loyalty
towards a product/service and the incentives, offered and after sales services by a company
influence loyalty to a brand. A Pearson correlation analysis done to establish the relationship

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between brand loyalty and consumer purchase decision established a strong positive
relationship between brand loyalty and consumer purchase decision (r=.652, p value =0.023).

The third objective sought to establish the extent brand image influence on consumer
Purchase decision. The descriptive findings showed that the highest ranked brand image
statement was brand’s image influences the value towards a product that respondents like to
purchase. A Pearson correlation analysis was done to establish the relationship between
brand image and consumer purchase decision and the result established a positive
relationship between brand image and consumer purchase decision (r=.462, p value =0.008).
The fourth objective sought to establish the extent brand equity influence on consumer
Purchase decision. The results show that brand equity influences the understanding of a
product or a service. The results also show that many agree that disposable income/monthly
entertainment expenditure influences brands (equity) to associate with and many would
associate and purchase entertainment options that address their needs and interests.

The study concluded that brand awareness influences consumer choice and the growth of
brand loyalty emerges as a result of the marketing transformation of awareness, knowledge,
and perception of quality, purchase situation and satisfaction of the product. The study also
concluded that entertainment brand act as facilitators in the creation of meaning to the
resellers in channel relations. Whereby the outcome of this relationship is increased
confidence amongst the entertainment industry, and it enables customers to trust the
providers in the industry. Lastly, the quality of an entertainment brand is in the mind of the
consumer. Whereas some aspects of the service are perceived as good, others are not so good.
These convictions may constitute reality for the consumer who perceives brand equity and
makes choices.

The study recommends that marketers should prioritize brand awareness constructs as their
strategy to attract potential customers because it does show significant direct and indirect
relationships between the dimensions of brand loyalty, brand image and brand equity and
consumer purchase decision. There should be a continuous effort by entertainment industries
to entice customer based on brand loyalty by introducing loyalty cards and giving points to
their customers in the entertainment industry.

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 ACKNOWLEDGEMENTS
I feel greatly indebted to the Almighty God for giving me the energy and good health to
ensure that I got this far with my proposal. Additionally, echo and acknowledge the
contributions of my supervisors, Prof. Francis Wambalaba and Dr. Kefah Njenga, for their
instrumental support through to the completion of this project. Their knowledge and
guidance helped me throughout generating this research proposal. I would also wish to thank
my fellow students and colleagues who kept on encouraging me to keep writing.

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 DEDICATION
I would like to dedicate this research project to my loving parents and dear siblings who have
always supported and encouraged me in all that I endeavour to do.

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 TABLE OF CONTENT

STUDENT’S DECLARATION ................................................................................................... ii

COPYRIGHT ............................................................................................................................... iii
ABSTRACT .................................................................................................................................. iv
ACKNOWLEDGEMENTS......................................................................................................... vi
DEDICATION ............................................................................................................................. vii
LIST OF TABLES ........................................................................................................................ x
LIST OF FIGURES ..................................................................................................................... xi
LIST OF ABBREVIATIONS AND ACRONYMS .................................................................. xii
CHAPTER ONE ........................................................................................................................... 1
1.0 INTRODUCTION ................................................................................................................... 1
1.1 Background of the Problem ...................................................................................................... 1
1.2 Statement of the Problem .......................................................................................................... 6
1.3 Purpose of the Study ................................................................................................................. 7
1.4 Research Questions ................................................................................................................... 7
1.5 Justification of the Study........................................................................................................... 8
1.6 Scope of the Study .................................................................................................................... 8
1.7 Definition of Terms ................................................................................................................... 9
1.8 Chapter Summary ................................................................................................................... 10
CHAPTER TWO ........................................................................................................................ 11
2.0 LITERATURE REVIEW.................................................................................................... 11
2.1 Introduction ............................................................................................................................. 11
2.2 Brand Awareness And Its Influence On Consumer Purchase Decision ................................. 11
2.3 Brand Loyalty And Its Influence In The Consumer Purchase Decision ................................. 15
2.4 Brand Image And Its Influence The Consumer Purchase Decision....................................... 17
2.5 Brand Equity and Its Influence On Consumer Purchase Decision ......................................... 20
2.6 Chapter Summary ................................................................................................................... 22
CHAPTER THREE ................................................................................................................... 24
3.0 RESEARCH METHODOLOGY ........................................................................................ 24
3.1 Introduction ............................................................................................................................. 24
3.2 Research Design ...................................................................................................................... 24

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3.3 Population and Sampling Design ............................................................................................ 24
3.4 Data Collection Methods ........................................................................................................ 26
3.5 Research Procedures ............................................................................................................... 27
3.6 Data Analysis Methods ........................................................................................................... 29
3.7 Chapter Summary ................................................................................................................... 30
CHAPTER FOUR ....................................................................................................................... 31
4.0 RESULTS AND FINDINGS ............................................................................................... 31
4.1 Introduction ............................................................................................................................. 31
4.2 General Information ................................................................................................................ 31
4.3 Brand Awareness and Customer Purchase Decisions ............................................................. 34
4.4 Brand Loyalty and Consumer Purchase Decisions ................................................................ 36
4.5 Brand Image and Consumer Purchase Decisions .................................................................. 39
4.6 Brand Equity and Consumer Purchase Decisions .................................................................. 42
4.7 Chapter Summary ................................................................................................................... 48
CHAPTER FIVE......................................................................................................................... 50
5.0 DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS ................................... 50
5.1 Introduction ............................................................................................................................. 50
5.2 Summary ................................................................................................................................. 50
5.3 Discussion ............................................................................................................................... 52
5.4 Conclusions ............................................................................................................................. 56
5.5 Recommendations ................................................................................................................... 58
REFERENCES ............................................................................................................................ 61
APPENDICES ............................................................................................................................. 69
APPENDIX I : INTRODUCTION LETTER ........................................................................... 69
APPENDIX II: QUESTIONNAIRE.......................................................................................... 70
APPENDIX III: RESEARCH AUTHORIZATION PERMIT FROM NACOSTI .............. 74

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 LIST OF TABLES
Table 4.1: Response Rate .............................................................................................................. 31
Table 4.2: Frequency of Brand Awareness ................................................................................... 34
Table 4.3:Brand Awareness and Consumer Purchase Decision ................................................... 35
Table 4.4: Correlation of Brand Awareness and Consumer Purchase Decision ........................... 36
Table 4.5: Frequency of Brand Loyalty ........................................................................................ 37
Table 4.6: Brand Loyalty and Consumer Purchase Decision ...................................................... 38
Table 4.7: Correlation of Brand Loyalty and Consumer Purchase Decision ................................ 38
Table 4.8: Brand Image and Consumer Purchase Decision ......................................................... 40
Table 4.9: Brand image and Consumer Purchase Decision ......................................................... 41
Table 4.10: Correlation of Brand Image and Consumer Purchase Decision ............................... 41
Table 4.11: Frequency of Brand Equity ....................................................................................... 43
Table 4.12: Brand Equity and Consumer Purchase Decision ...................................................... 44
Table 4.13: Correlation of Brand Equity and Consumer Purchase Decision................................ 44
Table 4.14: Descriptive Statistics of Brand Choice ...................................................................... 45
Table 4.15: Descriptive Statistic of Entertainment Choice ........................................................... 46
Table 4.16: Regression Model ...................................................................................................... 47
Table 4.17: ANOVA Analysis ...................................................................................................... 47
Table 4.18: Coefficient ................................................................................................................. 48

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 LIST OF FIGURES
Figure 4.1: Age Group Distribution Of Respondents ................................................................... 32
Figure 4.2: Gender Distribution Of Respondents ......................................................................... 32
Figure 4.3: Occupation Distribution Of Respondents ................................................................... 33
Figure 4.4: Income Distribution Of Respondents ......................................................................... 33

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 LIST OF ABBREVIATIONS AND ACRONYMS
ATL – Above the Line

AMA – American Marketing Association

eWOM – Electronic Word of Mouth

NWOM – Negative Word of Mouth

PWOM – Positive Word of Mouth

WOM – Word of Mouth

SPSS - Statistical Package for Social Science

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 CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of the Problem
In the social media era, consumers are fed with an array of information regarding different
event entertainment options daily. Consumer’s buying behavior is influenced by the name
and equity of a brand in the market (Belk, 2013). Promoters of a particular brand should be
cognizant of the fact that consumer purchasing decisions are influenced by the name of a
particular brand (Appel, Grewal, Hadi & Andrew, 2019).

Consumer's surplus income determines how much is available towards the purchase of non-
basic products and services. This is an important consideration that subscribes to Abraham
Maslow’s hierarchy of needs (Maheran, Malek & Ain, 2014). in essence, Maslow’s provided
that human motivations needs are divided into two groups, that is deficiency and growth
needs. The latter needs should first be satisfied before moving to the next need in the
hierarchy of needs. importantly, humans strive to fulfill every need before moving on to the
next need and ensures that there will be no deficiency (Huitt, 2007).

Brand equity plays an integral role in fulfilling human needs. This is primarily because
human beings associate with notable brands to satisfy their needs (Chi, 2016). It's for this
reason that people show loyalty to brands that they recognize in the market compared to a
new entrant. For example, the aspect of brand equity is evident in electronic consumer goods.
A person will be inclined to acquire a product from a reputable company that has since been
selling the products such as Sony, LG, or JBL.

According to Vahdati and Mousavi (2016), “Social media has considerably changed what is
considered as the marketplace which can be attributed to daily use of technology”. Several
platforms have enabled consumers to access information about different products and
services such as Google, Facebook, Twitter among others. Businesses are increasingly
leveraging on social media to establish online stores, which they can use to market and sell
their products (Kotler, Keller, Koshy & Jha, 2008).

The American Marketing Association (AMA, 2009) defines marketing as the activity, set of
institutions and processes for creating, communicating, delivering, and exchanging offerings
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that have value for consumers, clients, partners, and society at large. Several entities can be
marketed for consumption; goods, services, events, experiences, people(brands), places,
properties, organizations, information, and ideas. Each of these entities have a unique
consumer buying behaviors due to its own unique offering (Chae, Stephen, Bart & Yao,
2017).

Consumer behavior refers to the process through which customers engage in the selection,
evaluation, and utilization of a particular product (Khan, 2016). Notably, there are five steps
that a consumer considers during the decision-making process. in an orderly fashion, these
includes need recognition, search process, comparison, selection/decision, and finally,
evaluation of selection/decision.

Lancaster, Massingham, and Ashford (2013) define marketing brand awareness as the
process which identifies, anticipates, and supplies customer requirements efficiently and
profitably. The marketing department would traditionally inform, persuade, and remind
consumers about products or services offered by an entity. Above the line, traditional media
such as televisions, radio, print, and billboards have been complemented with the new-age
digital media. in this age of digital media, businesses are provided with a myriad of
opportunities to communicate and reach their customers.

Phillips, Miller and McQuarrie (2014) notes that there are new social media applications that
are increasingly being developed and rendered to the digital world almost daily. Based on
the projections of the most utilized social media applications, businesses should utilize
Facebook, Instagram, Twitter, WeChat, YouTube, and WhatsApp. These is primarily the
aforementioned social media applications are the most popular ones used by people, and with
the highest number of subscriptions.

Viva voce or word of mouth (WOM) is a marketing strategy that brands use to reach clients.
Businesses should utilize this approach as it influences consumers buying decisions and their
behavior when interacting with a product (Richins & Root, 1998). Hennig-Thurau, Gwinner,
Walsh and Gremler, (2004) adds that there is a contemporary approach in WOM, known as
online word of mouth (eWOM) inferring to the utterances, positive or negative, made by past
or actual consumers regarding a particular product or service in the internet. Notably, various

2
websites are also leveraging on this opportunity to ensure that they have a provision where
customers can provide their sentiments as reviews. This is an important undertaking as it also
helps to reach prospective customers and inform the business what they should do if there
are negative comments. The rationale here being that consumers are more likely to purchase
products when they can get the perspective from others who have acquired the wanted
product. in this capacity, customers can be influenced directly whereby they are sent by a
peer to acquire a product or indirectly where they recognize changes in a merchants image
(Hennig et al., 2004).

Big and small organizations are increasingly leveraging on brand awareness to facilitate
communication agendas. This is identifiable by how every businesses are increasingly
recognizing and utilizing brand awareness to market and display the image of their brand to
the public. This is a prospective undertaking that is also meant to raise funds and foster
relationships. Markedly, there are several types of events in Kenya, namely corporate events
and corporate social events. therefore, it’s the timely nature of marketing programs to utilize
grand opening events to launch products (Kilkenny, 2011).

Customer conduct has consistently been a hot advertising point. Knowing how and why
purchasers act with a particular goal in mind settling on their purchasing choices assists
organizations with improving their showcasing systems and are increasingly effective
available. Information on purchasing conduct reveals the insight into the brain research of
how shoppers think, feel, contention, and select among existing other options, for example,
brands, items, and retailers. Likewise, how the customer's social conditions, for example,
culture, family, or media impacts them or how purchaser inspiration and choice procedures
particular between items (Hoffman & Novak, 2018). That also guides on comprehension
which is how advertisers can improve their promoting efforts to all the more adequately
arrive at the buyer.

From an advertiser’s point of view, it is important to understand what motivates consumers

in order to successfully target, improve items and administrations of an organization, and see
how clients see products or services versus competitor items. According to Grewan and
Stephen (2019) patterns in customer conduct change over time. In a quick-moving world
today, there is a need for variety to offer more. Variety prompts the requirement for hyper-

3
proficiency. Individuals are searching for and discovering more astute and progressively
effective approaches to take care of their needs. Individuals are utilizing each and every bit
of reality and looking for savvy approaches to coordinate a scope of capacities into one
property. Furthermore, New innovation implies having the option to understand buyers and
giving them what they need – some of the time without asking them (Forbes, 2014).

These days customers care about the worldwide assets and network and need to realize that
the brands they buy from doing so as well. More organizations line up with ecological and
social causes to engage expanding pressure for brands to truly represent an option that is
more prominent than the items they sell (Lamberton & Stephen, 2016). Additionally, it is
important to think about the qualities of the current age, which are millennials. They are a
key internet-based age that isn't effectively impacted by online life as a 48 percent guarantee
that web-based life has never affected their buy choices. 20 to 30 year old’s will in general
consume content on different stages through various gadgets and are normally exceptionally
impacted by what their friends think. So, for advertisers, it is imperative to see how this
segment expends data and second, how to convey the correct showcasing message that
interests them (Johnson, 2014).

Promotion has one objective that is to arrive at shoppers at the minutes that most impact
their choices when customers are available to impact, supposed "minutes that issue" or
"contact focuses". Advertisers are continually looking for those minutes. For a considerable
length of time, contact focuses have been comprehended through the illustration of a
"channel"( Kotler & Armstrong, 2008).

Discussing topics that develop today, it is critical to make reference to about making
associations with customers. Understanding the shopping experience can assist organizations
with distinguishing extra shopper association minutes prior, during, and after the buy. For
example, when customers settled on a buy, the advertiser's work has recently started. A great
deal of shoppers goes online to pursue further research the buy. The post-deal experience
impacts their conclusion for each ensuing choice, so it is a continuous cycle. In addition,
understanding the purchaser minutes (e.g., the basic qualities) furnishes organizations with
the chance to make these shopper commitment minutes significant and vital (Jin & Phua
2014).

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Towards late 2004 impressive endeavor have been made on the current focused market. This
depends on client direction which has constrained makers to deliver products administrations
dependent on client needs (Tafler, 2004). For organizations to achieve business achievement,
it is significant that chiefs comprehend shopper conduct. A comprehension of purchaser
conduct is fundamental in arranging and programming the advertising framework. An
association will keep on enduring in the event that it can supply buyer needs and needs with
a far-reaching comprehension of them. This shows the significance of considering buyer
conduct. Shopper conduct shows how buyer choices are made, how the products or
administrations are utilized (Mohammad, Vahdati & Nejad, 2015). “An organization that
knows about shoppers' response to various attributes of products, costs and promotion stunts
has advantage over its rivals (Kotler & Lee, 2009)”. The investigation of shopper buy
conduct gives data about purchaser and its utilization designs (Nesaee, 2009). Various
procedures engaged with the customer conduct incorporate finding what products the
customers might want to purchase (Solomon, 2004). Advertisers study shoppers purchasing
behaviors so as to choose where they purchase, and what they purchase and why they
purchase.

It is significant that purchaser purchasing conduct is contemplated as a piece of promoting

and its primary target is to get familiar with the way people, gatherings or associations pick,
purchase, utilize and arrange the products and the variables, for example, their past
experience, taste, cost and marking on which the customers base their buying choices (Kotler
& Keller, 2012). The purchasing conduct of people or buyers is regularly unwittingly
influenced by certain components, and this examination will concentrate essentially on age
and pay and how it influences shopper conduct in the promoting of customer merchandise in
Nigeria. Age is considered as one of the significant segment factors which can affect buy
design on an individual (Sanaz, 2015). Additionally, an individual's financial circumstance
influences the item decision. Advertisers of pay delicate merchandise should screen inclines
in close to home pay, investment funds and financing costs. Thus, it is basic to think about
these components in buyer conduct, as they extraordinarily impact how individuals react to
showcasing messages and settle on obtaining choices.

5
Kenyan firms are dynamically using special crusades to make care just as for exhibit
advancement by expanding more buyers from competitors and selecting nonusers of the
things. The extension in the number of players in the market joined with the lessened buying
power of the purchaser has provoked focused evaluating by firms. “Business affiliations have
expected to design fruitful apportionment structures to ensure that the things accomplish the
purchasers at the ideal spot and time (Lamberton & Stephen, 2016)”. “Since buyer behavior
is influenced by various variables, it has ended up being irksome for business directors to
foresee with confirmation what the purchasers will buy and in what sums at a given time
span (Pearl, 2015)”. Regardless, the entertainment business has continued inciting
advancement in the individual developing countries.

1.2 Statement of the Problem

Consumers who have been exposed to globalization and the digital world have a wider pool
of consumption options. This can be attributed to the internet and the advent of social media.
With social media, technology has played a role in bringing this information closer to the
consumer (Fahy, 2011). Customers are able to share and receive information with just a click,
compare, purchase, access, and share feedback on their experiences. This is important
because it provides timely and updated information to event organizers on what they can do
to satisfy customers and improve customer experience.

Remarkably, the Kenyan event industry is very dynamic. This is presenting a challenge to
event organizers since the lack of government regulation limits how they can facilitate their
operations. The impetus of this nature, they rely on personal judgment on how much they
can invest in the industry. Event organizers judge the success of the event industry based on
the turnout of people during a particular event (Zeithaml, Bitner & Dwayne, 2013). This is
retrogressive to ensuring a positive trajectory of the industry, as the lack of limited
information makes event organizers handle an event inadequately. Therefore, this
information provides central guidance to conduct this empirical research to understand the
role of brand factors in adding value to customers to influence how they make decisions.
Given that it is not possible to eliminate deviations from plans especially with entertainment

6
consumers, understanding the brand factors is necessary in order to reduce the negative
impact of the deviations as they occur (Polyorat, 2011).

Based on 2012 statistics, the annual event expenditure in the United States (US) was
estimated to be $37 billion. These expenses improved from 2011 by 7.8 percent. information
gathered from the data, reveal that brand awareness expenditure by many companies
contributed a significant share of the expenses. Despite this increase in developed countries
like the USA, Kenya is yet to achieve it is full potential in the entertainment industry owing
to challenges such as poor handling of brand awareness and volatility of the industry due to
inadequate regulation. Thus, therefore this study sought to examine whether indeed brand
factors influences decisions by entertainment customers, in Kenya. This study, therefore,
sought to fill this knowledge gap.

1.3 Purpose of the Study

The purpose of this study was to establish the brand factors that influence purchase decision
based on the various entertainment options that are available for entertainment consumers in
Kenya.

1.4 Research Questions

The study was guided by the following research questions:
1.4.1 To what extent does brand awareness influences purchase decisions by entertainment
customers in Kenya?
1.4.2 To what extent does brand loyalty influence purchase decisions by entertainment
customers in Kenya?
1.4.3 To what extent does brand image influence purchase decisions by entertainment
customers in Kenya?
1.4.4 To what extent does brand equity influence the purchase decisions by entertainment
customers in Kenya?

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1.5 Justification of the Study
1.5.1 Entertainment industry

The study will also be significant in setting up regulation in the entertainment industry by
providing a platform that will set the agenda towards regulation formulation. As noted
earlier, this is in respect to the fact that Kenya’s entertainment industry has no regulation in
place that guide operations. The situation on the ground is worsened whereby the current
entertainment stakeholders have not set the agenda in this discourse.

1.5.2 Promoters

The study will be integral towards sensitizing event promoters on the importance of having
a brand with a robust equity. in this capacity, brand equity will encompass the overall outlook
of the organization, marketing, sponsorship, production, and execution. The impetus of this
nature, entertainment promoters will ensure that that they can exclusively focus their
attention and resources to a particular event to provide a product or service that will influence
consumer purchase decisions.

1.5.3 Researchers and Scholars

The researcher will, by completing this study, become skilful in problem solving and report
writing. Additionally, the researcher will gain communication and writing skills upon
completion of this academic project. Students, institutional researchers and academicians
will also benefit from the findings of this study as the results will be documented in academic
institutions’ and public libraries.

1.6 Scope of the Study

The study sought to evaluate the purpose of this study was to establish the brand factors that
influence purchase decision based on the various entertainment options that are available for
entertainment consumers in Kenya. The study engaged 1000 individuals who know how to
use technology, have a smart phone device that can access internet, and have registered
themselves in at least one social media platform. The main demography were students and
working population who attend social entertainment events in Nairobi, Kenya. The study was
carried out within six (3) months starting from May 2019 to October 2019, Data collection

8
will be done in the month of March 2019. Data was collected within a period of month using
a structured questionnaire. The respondents reside in Nairobi, Kenya, which is one of the
most technologically advanced cities in Kenya. Research limitation is defined as those
factors that may affect a study but are not under the control of the researcher (Mauch &
Birch, 1998). The main challenge of this study was that some respondents were unwilling to
give personal information. To mitigate on this the respondents were assured of the
confidentiality of the information. The questionnaire was also availed in soft copy through
google forms it was therefore easy to fill at respondent’s convenience.

1.7 Definition of Terms

1.7.1 Brand Equity
Brand equity is the general value premium that a brand creates in the market (Datta, Ailawadi
& Van Heerde, 2017). A business creates it through making a product memorable, of superior
quality, and recognizable.

1.7.2 Brand awareness

Brand awareness is the extent to which a product or service is familiar to the customer
(Luffarelli Stamatogiannakis & Yang, 2019).

1.7.3 Brand loyalty

brand loyalty is the extent to which a customer prefers acquiring a particular product over
many others in the market for a period of time (Rowley, 2015).

1.7.4 Brand Image

Brand image refer to the outlook of a product or service in the perception of the customer
(Keller, 1993). Brand image is more than a logo that identifies your business, product or
service. Today, it is a mix of the association’s consumers make based on every interaction
they have with your business. Most entrepreneurs and small business owners don’t really
think about their brand image until there's a problem with the image they're developing.

9
1.7.5 Purchase Decision-Making
The decision-making process refers to the integrative steps that a consumer engages in before
making a purchase (Engel, Kollat David & Blackwell, 1978). These steps 1) Problem
recognition, 2) search of information, 3) evaluation of alternatives, 4) final decision, and 5)
post purchase decisions (Lee, 2013).

1.8 Chapter Summary

This chapter is organized into eight areas starting with the background of the problem,
statement of the problem, and highlights the purpose of the study, research questions,
justification of the study, scope and definition of terms. It also presents the limitations of
the study and lastly the chapter summary. This chapter builds on the succeeding chapter two
on literature reviews by previous scholars. Chapter three outlines methodologies that will be
used to conduct this study. It also provides the research findings on chapter 4 and the
recommendation and conclusion on the fifth chapter.

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 CHAPTER TWO
2.0 LITERATURE REVIEW
2.1 Introduction
The chapter focuses on the theoretical and empirical literature review of brand factors
influencing purchase decisions for entertainment consumers in Kenya. It outlines the
conceptual framework illustrating the relationship between a dependent (purchase decisions)
and independent variables (brand image brand equity, brand awareness, and brand loyalty),
relevant theories that the researcher will use to address the research gap.

2.2 Brand Awareness And Its Influence On Consumer Purchase Decision

2.2.1 Brand Awareness

Brand refers to the way a business tries to distinguish its product or services from the
competitors, either using logo, sign, or symbol (Aekeri, 2004). Within this view, Keller
(2003) referred that whenever a marketer creates a new name, logo, or symbol for a new
product, this means a brand is created. In the book “Theoretical of branding” Kotler specifies
that brands add dimension to products and thereby enable differentiation/distinction from
other products that are designed to satisfy the same need. Brand attribute comprises
functional and emotional associations to which assigned by its consumer. For that reason, a
brand attribute can be either negative or positive and can have different degrees of relevance
and importance to different customer segments, markets, and cultures.

Brand awareness is one important component of brand equity which is sometimes under-
evaluated (Aaker, 2014). Consumer awareness of the brand refers to the ability to recall,
recognize the brand in various situations, and link to the brand name, logo, and jingles and
so on to certain associations in memory ("Brand"). Not only brand awareness is of the main
factors to create brand value but also it is a key element influence consumer images and
attitudes. To some extent, products that have a high level of awareness are likely to result in
higher sales because without awareness no communication or transaction will occur. Besides,
awareness creates a great association in consumer memories. Thereby the level of awareness
can be measured by the consumer's ability to recall the brand in their mind. A way to examine

11
consumer brand awareness for recognition is to ask, “Have you ever heard about brand X?”
(Aaker, 2014). This method reflects the level at which brand is represented in consumer mind
and it is suitable to evaluate consumer recognition of the entertainment industries in this
study.

Brand plays a huge role in the product’s commercial success in the market (Kotler &
Armstrong, 2015, p. 250). The use of branding helps companies to draw consumers’
attention to their products and establish at the market. One of the most actual topics in the
marketing’s theory and practice is the matter of the brands ruling. The key point in the
Brand’s success is held by creating its positive image and ensuring its recognizability and
awareness. Trademark image has great influence on decisions concerning the purchase of
consumable products. The greater is a popularity of brand, the stronger is acceptance of the
brand by consumers. When a consumer is satisfied with consuming and using of concrete
brand, little by little she/he becomes a loyal buyer. Thus, the achievement and maintenance
of the positive results in branding are in direct connection to the company’s constant and
interminable hard work in this direction

A profitable relationship with consumers is being established by: clarifying their wants,
creating the buyer-orientated marketing strategy, creating and starting the marketing
programs that are necessary to get the best values. The establishment of relationship with
consumers includes the management of this process. Consumer relationship management
means the whole process of offering them the best values and achieving their satisfaction
(Akhtar, Siddiqi, Ashraf & Latif, 2016). Creating loyal customers is at the heart of every
business. “Businesses succeed by getting, keeping, and growing customers. Customers
are the only reason you build factories, hire employees, schedule meetings, lay fiber-optic
lines, or engage in any business activity” (Kotler & Keller, 2012, p. 124). Branding plays
an important role in creating loyal customers. The brand helps consumers to take right
decision in the process of choosing products. Brand make consumers believe that they
will not make mistake when buying goods, will have one and the same quality.

12
Social media has also become an important advertising platform for brands looking to reach
consumers online. Social media based influencer marketing has become a highly popular way for
brands to engage their consumers online due to it’s ability to reach a wide range of online
customers (Evans, Phua, Lim & Jun, 2017). Celebrity endorsements through social media have
also had a huge impact on consumer buying behavior. (Varghese, 2019) notes that celebrity
endorsements can be seen as a powerful and effective advertisement tool to cut thoroughly today
media clutter and grab the attention of consumers by underpinning a brand image. Brands use
celebrities as spokespersons for products and services which can be seen to have steadily increased
over the past few years. Varghese further outlines that celebrity endorsement is perceived as
present and future of modern marketing especially to college students and young professionals
who are considered to, brand conscious are a prime target of celebrity endorsement.

2.2.2 Attitude On Brand Awareness

Attitude is considered a key concept on consumer behavior that was defined as a set of
beliefs, experience, and feelings forming a predisposition to act in a given direction
(Chandon, 2011). Attitude in other research is defined as “the consumer total evaluation of
the product” (Rao, 2010). Fishbein and Ajzen cited by (Chandon, 2011) denoted that attitude
influences purchase intention and consumer behavior because it has a basic psychological
function. Attitude is expressed by the evaluation of a product/brand in two directions which
is favorable or unfavorable.

Consumers focus on minimizing costs while disregarding other factors such as low prices which
is a key factor to encourage a positive attitude. In recent years emerging private labels venture into
retailing raising concerns about quality. Researchers suggest the balancing of price and quality to
create positive consumer attitudes. Furthermore, if satisfaction from a purchase is derived,
consumers will likely return to shop for the product. A positive attitude towards the private label
leads to purchase intention, that is the more favorable the consumers are towards the brand the
more it has an impact on purchasing power (Anas, Ayu & Diwasasri, 2013). Therefore it is
important to mention that attitudes are formed not only as a result of prior direct experience with
the products but also attitudes are formed and be influenced by extrinsic factors such as WOM or
from other sources such as advertising. Influencer marketing is a new approach that brands are

13
looking to incorporate in their corporate marketing strategy. Consumers are affected by
information access through social media. Marketing through influencers is about enabling
influencers to talk about you to prospects. Immediately, the affinity with WOM marketing should
be apparent. WOM is all about getting people talking about you in a positive manner (Brown &
Hayes, 2008).

Behaving by the object rather than attitude toward the object itself. That is a consumer might
have a positive attitude toward the brand but a negative attitude towards purchasing the
expensive product (Schiffman & Kanuk, 2012). Attitude behavior is a function of how
strongly individual believes that the action will lead to a specific outcome (either favorable
or unfavorable) (Rayport & Jaworski, 2011). These behaviors are learned and developed
through experience (Kumar, 2002). Both attitudes towards the object and attitude towards
behavior are a predictor of behavioral intention.

2.2.3 Purchase Intention on Brand Awareness

Purchase intention is planned behavior that a consumer willing to buy a certain product
(Nguyen, 2014). There is a relationship between brand image and purchase intention.
Advisement is a major factor to increase brand image on consumers, for that reason some
companies use different kinds of advertisement stimuli to capture purchase intention.
Consumers who are influenced by advertisement shift their interests to the other brand which
advertises the products (Hashim & Muhammad, 2013).

Moreover, consumers who purchase the brand frequently resist switching to another brand.
Chandon (2011) mentioned that consumers intend to purchase the entertainment industries
because they think they have the right price-quality relation. Consumers who are satisfied
with the product will have a positive attitude towards the brand and later have an impact on
purchase intention. Because there is a relationship between attitude and purchase intention if
the consumers have a positive attitude towards the brand it will increase purchase intention
and actual purchase (Byoungho & Yong, 2014).

14
2.3 Brand Loyalty And Its Influence In The Consumer Purchase Decision
Loyalty is considered as a higher standard than awareness, it is a measure of the knowledge
and understanding the customer has about the brand (Aaker, 2012). Consumer evaluates the
product by taste, smell, size, and shape. If no differences found when a consumer has to
choose between two similar products, that s/he will likely make the judgment and decision
by brand. In this situation, the brand which appears to be more familiar with the consumer
and had received positive exposures previously will have more advantages. Individuals
interpret with experience, internal and external factors. increased brand familiarity may be
due to exposure to the brand in advertisements or a store, recognition of the brand name, and
prior purchase and/or usage of the brand (Sundaram & Taylor, 1998).

Individual develop meaning and association with some grocery products because of the
utility and trust/emotional satisfaction certain pack type evoke. Brands help individuals to
perceive the products differently (Fill, 2002). Brand familiarity is the extent of information
available about the brand that makes a consumer confident to buy the product. The more
familiar the consumers are with the brand the less image risk. (Baltas, Argouslidis &
Skarmeas, 2010).

Likewise, brand purchasing decisions have a positive influence on customers’ confidence

(East, Hammond & Lomax, 2008). Brand familiarity increases brand proneness by
decreasing image risk or image quality variation. There are different levels of brand loyalty
which were appeared to be relevant for this study and chosen to be presented. Brand
Insistence is the highest level of brand loyalty, no other brands can be alternatives for loyal
and favorite brands. Brand preference is when the consumer has a favorite brand but will
occasionally accept substitutes. Brand recognition is when consumer remembers a brand
name but know nothing else about the product

It is no doubt that a high level of loyalty is desirable and beneficial because it facilitates the
purchase decision process and increases consumer’s confidence and trust. Brand loyalty
reflects the extent of that consumer’s direct or indirect experience with a brand (Campbell &
Keller, 2013). It was also stated brand loyalty enables to capture consumers’ brand

15
knowledge, the brand association that existed in consumers’ memory. Products advertised
might be familiar with certain consumers but to many others, those products might be
unfamiliar either because they are new to the marketplace or because consumers have not yet
been exposed to the brand.

2.3.1 Brand Loyalty Through Advertisement

Advertising is the activity of attracting consumer attention. Through advertisement,
marketers transmit product information, differentiate their products from that of competitors,
and increase their market share by persuading consumers. For new or niche brands,
recognition is important, thus, using advertising is a tactical tool to familiarize consumers
with new products and create buying incentives. The fact is developing a brand is difficult
and takes time, companies make use of advertisement as a technique to enter other branded
products (Parker, Griffin & Neal, 2007). On the consumer side, advertising increases buying
behavior for those who have a positive attitude and or trust towards advertised products
(Macdonald & Byron, 2000). Behavioral learning says individuals acquire responses through
association, reinforcing, and motivation. People learn about the product from an
advertisement. Through advertisement, customers associate the product logo with the
product (taste, price, value). Consumers view advertising in different dimension.

2.3.2 Brand Loyalty Through Word Of Mouth (WOM)

Word of mouth (WOM) is an informal communication between consumers and is a powerful
influence on consumer behavior. Consumers in many cases, make their purchasing decision,
rely on WOM communication. Hence, WOM plays such an important role. WOM is may be
positive (PWOM), encouraging brand choice or negative (NWOM), discouraging brand
choice (East et al., 2008). WOM however, is not a marketing communication tool to be
manipulated by marketers like advertising and sale promotions. Yet, it is an important tool
to affect some consumer responses (Sundaram & Taylor, 1998). It is believed that besides
advertising, WOM can affect the brand Loyalty of entertainment industries. The findings by
Sundaram also showed that the impact of word-of-mouth (WOM) on brand evaluations
(purchase intentions and brand attitudes) is moderated by brand familiarity. The sources of
WOM can be friends/families or social media or press.Undoubtedly, advertising and WOM

16
(friends/family, social media, press) can improve or influence familiarity. Nevertheless, the
most influential source is consumers’ direct experience that over time will accumulate into
individuals ’ image about the brand.

2.4 Brand Image And Its Influence The Consumer Purchase Decision
“Brand image is a process of how individual see and make sense of their environment. It is
about the selection, organization and interpretation of stimuli by individual (Waweru,
2014)”. Outside stimuli is selected, sorted and interpreted into a coherent picture of the world
around us. If two individual expose the same stimuli and same condition, their response will
be different depending on the way they interpret and perceive the stimuli. This is because the
way we select, sort and interpret stimuli is grounded and governed by our needs, expectation,
value, which are quite unique to each individual (Schiffman & Kanuk, 2012).

Kotler (2015) defines image as the way which people make inferences from a particular
product or service. Thereby whenever a consumer buys a product it is depend on the image
they have on that particular product. In the following sections image price, image quality and
image value will be discussed.

2.4.1 Brand Image Price

“Brand image price refers to the provisional amount of money that a consumer has to provide
to acquire a particular product or service (Zeithaml et. al., 2013). Price is classified into two
parts that is objective price and perceived price. Objective price is the actual price of the
product while perceive price is individual believe of the price in relation to the quality of the
product.

According to Hoch and Banerji (2013) economic recession have impact on entertainment
industries buying behavior. This is notable by how consumers will quickly shift their
consumer behavior when they have less disposable income to acquiring private label
products and stop buying national ones. Consumers who prefer to buy more entertainment
options than national brand are price conscious.

Contrariwise, there are consumers whose buying behavior is influenced by the price of a
product. In this capacity, they associate high pricing with higher quality (Bao & Sheng,
17
2011). This retrogressive as some unscrupulous producers will end up reducing the quality
of their products and offer it at the same value. if the economic situation is good for all,
majority want to eat high quality food (Gunawardane, 2015)

Zeithaml (1988) expresses price-quality relationship in association of 5 factors. First factor

believed as all the information the consumers perceive through advertisements and brand
reputation has power on purchasing decision than price of the product. The second factor
explains consumers who are not aware about price and they do not use price as a quality
reference. Third factor where consumers who have less knowledge about the quality of the
product use extrinsic cue such as price, brand name and package to buy the product. Fourth
factor includes consumers who use price as a signal of higher quality but when there is a
price variation on the assortment of products for a tiny quality difference the consumer
prefers products with lesser price.

“Private label products’ price, particularly first generation entertainment industries, is

relatively lesser than the national products. Private brand buyers are those who look for low
price, therefore they are not stable, they switch every time they get a lower price (Baltas et
al., 2010)”. According to Schiffman and Kanuk (2013) “price image has strong influence on
purchase intention of entertainment industries.

2.4.2 Brand Image Quality

“Quality is defined as evaluation of excellence and superiority of the product (Zeithaml,
1988). In the previous studies, some researchers argued that quality cannot be defined and
quality is objective which can be measured. In a different thought others believed quality
cannot be measured. Combining this two approaches quality is divided into objective of
quality and image of quality. Objective of quality is evaluation of the product based on
physical characteristics. Contrariwise, image of quality is based on a person’s decision of a
product’s quality that also help to inform on the specific attributes.

Kamau, Ndavula and Mberia (2015) points out that customers attribute the quality of an
image based on subjective attributes that they can related with the product. This include taste,
smell, ingredients, and nutritional value. This is supported by Collins (2003) who notes that
consumers utilize intrinsic or extrinsic qualities to evaluate image quality. The intrinsic takes

18
into account aspects such as flavor, aroma, or size, while extrinsic include elements such as
size, packaging, and advertisement. Notably, most customers use extrinsic cues to form
judgment about a product.

The quality of the entertainment industry falls into two categories, that is the national brand
and variability. The former concern is whereby there is a use of high technology and
integration of process that are sophisticated leading to increased variability (Bellizzi,
Kruckeberg, Hamilton & Martin, 1981). Variability in the entertainment industry is
important as it makes customers recognize subtle differences. Aaker (2012) notes that despite
private brands having high variability, they are riskier and hardly meets the needs of
customers. The impetus of this nature, entertainment providers should ensure that they factor
the deal price to provide quality services and products to improve brand image in the
presence of the customer.

Hence, its explicit that customers worry about image brand to influence purchase decision.
This is the case as consumer is the primary party that deems right the quality of a product
respect to their needs (Aaker, 2012). This reasoning follows the fact that there are customers
who can undervalue the quality of a product despite it being superior. Moreover, customer’s
perception of image quality changes due to changing needs and information in the market
(Zeithaml, 1988). Hence, marketers should take a proactive approach to track all changes.

2.4.3 Brand Image Risk

Brand image risk can be explained as consumers’ doubt about the result of their decisions.
Hence, the degree of consumers’ risk image is one of the important factors influencing
buying decision. Gunawardane, (2015) showed that customers benefits of purchasing
familiar brands which reduces their purchasing risk. Some consumers might think
Entertainment industries food products are lesser in quality. Therefore risk encounters during
their purchasing and consumption, which have a negative impact on their attitude. In order
to avoid that, consumers reduce to buy poor-quality products and instead, prefer to buy more
expensive ones (Yusuf, Fatih & Hayrettin, 2013). Entertainment industries image risk
influences negatively consumer proneness to buy. When buying and consuming products,
consumers expose themselves different types of risk:

19
Financial risk “implies the monetary cost that loss from the poor purchase choice, might
result from inadequate or unfamiliar brand (Yusuf et al., 2013). Functional risk implies
uncertainty that the products will not meet the customers’ expectation. Physical risk is where
the consumers concern that the product will harm their physical health. Social risk
(psychological risk) are risk that associated with image or status, it takes into account that
the degree of society influences on customers purchasing decision
2.4.4 Brand Image Value

Brand image value defined in terms of four attributes. That is value is low price, value is
whatever a customer wants in the product, value is quality the customer get from the product
and value is what I get when I give (Zeithaml, Bitner & Dwayne, 2013). There is a
relationship between image value, price quality and risk. Consumer may use price as an
indicator of quality, this create price-quality relationship. “If price used in the role price has
a positive relation with image value and intention (Mahdi & Asgari, 2013)”. And also the
difference in price among products creates image value. As the price of the product increases
(within the price range set by individual consumer), image of value increases to some extent.
On the contrary image of value will decrease if the price is beyond the price range set by the

Consumers consider the product quality and the price before their final decision of
purchasing. if the product is unacceptable to pay for, the perceive value is less (Dodds et al.,
1991). As aforementioned, entertainment industries are lesser in price. For some consumers
price is an indicator of quality as the result they might think it is risky to buy Entertainment
industries products. This might persuade consumers to give less value for the entertainment
industries product whereas they can give higher value for national brands.

2.5 Brand Equity and Its Influence On Consumer Purchase Decision

Brand equity composes of 4 assets: Brand awareness, brand association, brand quality and
brand loyalty. Brand equity is of great importance to create competitive advantages for the
company. Brand equity has significant role in the rebranding process; its proper utilization
will be maximizing effectiveness of implementing rebranding process to change the brand
image of Entertainment industries (Katar & Linda, 2012). As the result, strong brand equity
on the particular market is a strategic tool to improve brand image (Katar & Linda, 2012).

20
As aforementioned, a strong brand has advantages when implementing umbrella branding
strategy The previous study by Aakeri (2014) provided the entire approach to measure brand
equity. Nevertheless, for the purpose of this research, it is relevant to examine the dimension
of brand association in detailed. Other components of brand equity except for brand
familiarity, will not be mentioned in this part, alternatively, dimensions from consumer
perspectives such as image quality, brand awareness, image price, image risk will be
discussed in the further upcoming sections.

Brand association, is a part of brand equity that can be measured by three perspectives: The
brand-as product (value), the brand personality and the brand-as-organization (organizational
associations). Understanding the aspect of organizational association is relevant for this
study. Aekeri (2014) in his study identifies that brand-as organization perspective considers
the organization as the whole (people, value, and programs) those lie behind the brand”. The
corporate brand can play an important role and it can represent something beyond merely
being known by its products or services.

Consumers buy products or services that meet their need and demand. Nevertheless, the
reputation and positive practices by the producers are also what they concern. This is the
reason why organizational associations is essential, which include the concern of customers,
being innovative, striving for high quality, being successful, being visibility , being oriented
toward the community (Bampo, Ewing, Mather, Stewart, & Wallace, 2008).). It was denoted
that there are some scales to evaluate this attribute such as “The brand is made by an
organization that I (consumer) would trust” or” ”An organization associated with this brand
has credibility”.

2.5.1 Satisfaction/Dissatisfaction and Brand Equity

“Satisfaction is defined as an emotional state that occurs in response to the evaluation
(Cadotte and Lindley, 2010 ) cited in (Umer, 2014)”. Another definition of satisfaction is “a
judgment that a product or service feature, or the product or service itself, provided (or is
providing) a pleasurable level of consumption related fulfillment” (Voorhees & Zboja,
2006).

21
Satisfaction is important in creating desirable consumer outcomes for manufacturers and
retailers. Hence, it is necessary to measure satisfaction. Cunnungham et al. (1992) pointed
out that “the way to measure satisfaction is based on the existing customers those who have
experienced the product or service within a certain time frame”. The focus can be on their
image experience from the last use or their point of view from the whole experience. Simply,
it is about to figure out the post purchase attitudes by asking such questions like “Are you/or
Do you feel satisfy/dissatisfy/or delight with the product you buy during the last use of
experience? “We believe that this type of question appears to be suitable for the purpose of
this study in evaluating the degree of satisfaction post-consumption.

It is believed that satisfaction - consequence of positive attitude of post consumption

evaluative judgment, which might have relations with the aspects of image quality, image
price and economic situation. (For example, a person feel satisfy for the product purchased
if they think that products were bought is good deal, others might have satisfaction only if
price and quality are considered worth it on what they pay for). “Conversely, dissatisfaction
concept contradicts to satisfaction and it is a negative outcome result from last experiences
(Umer, 2014)”. Satisfaction or dissatisfaction can be considered as pre-purchase
measurement and a key factor that affect the behavior of repurchase intention. Satisfaction
can be accumulated from the loyal buyers. Consumer is more likely to make repeat purchase
only if they derive an acceptable minimum level of satisfaction from the last purchases.
Satisfied consumers are more likely to share their experiences with others, generate positive
effect towards purchase intention. One example can be “word of mouth advertising”.
Similarly, dissatisfied consumers are more likely to complain or switch brands, engaging in
negative WOM.

2.6 Chapter Summary

Social media as a marketing avenue is constantly being embraced by brands across different
industries. Buyer behavior is determined by different consumer factors which affects the
process and decision to purchase. Influencer marketing is also a key avenue where firms
engage influential personalities especially of celebrity status to talk positively about brands
which creates favor on an influencer’s followers. With advantages of social media, there are

22
also disadvantages that arise from using social media marketing to influence consumer
decision making process. As part of this research, and through the research design, Chapter
Three will highlight the specifics of the population, sampling design, data collection
methods, research procedure and data analysis method.

23
 CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 Introduction
This chapter presents the methodology that was used to carry out the research. It covers the
research design, population and sample design, data collection methods, research procedures,
data analysis methods and chapter summary.

3.2 Research Design

Research design refers to the framework of research that will be employed in a particular
research (Bryman & Bell, 2011)”. It is an understanding of conditions for collection and
analysis of data in a way that combines their relationships with the research to the economy
of procedures Mugenda and Mugenda (2003). This study employs a descriptive research
design. This study design takes into to describe a particular phenomenon or population. This
method is advantageous as the researcher can collect large amounts of data. The major
purpose of descriptive research was to provide accurate description of a situation or of an
association between variables.

3.3 Population and Sampling Design

3.3.1 Population
Population is the mass of individuals, cases, events to which the statements of the study was
to refer, and which has to be delimited unambiguously beforehand with regard to the research
question. According to Saunder, Lewis & Thornhill (2009), “target population is the
members of a real or hypothetical set of people, events or objects the researcher wishes to
generalize the results of the research. Kothari and Garg (2015) define “population as a
complete set of elements with some common characteristics of interest to the researcher. The
population size for this study was 1000 individuals who will be drawn from the customer
database of customers on Ticketsasa.com. These individuals comprise of a working and
student population who own at least one internet enabled smart device and have purchased
at least one entertainment product online on www.ticketsasa.com. This is a lifestyle brand in
Kenya that deals with entertainment solutions around concert, holidays and flight tickets.
The individuals within the population are also technologically savvy and have access to at

24
least one social media account and occasionally use the services listed on the online platform.
This will be achieved through social network referrals of the respondents who have
participated in the survey.
3.3.2 Sampling Design

3.3.2.1 Sampling Frame

Turner (2003) defines a sampling frame as a list of units that are well defined. The target
sample for this study will be derived from a customer database from Ticketsasa.com which
is an entertainment and lifestyle solutions company. The sample comprises of individuals
who own at least one form of internet enabled smart device. Further studies focused on a
specific social networking site and the gathering of data through their members. Sampling
frame should be accurate and all-inclusive to allow for collection of data from all elements
with observable characteristics in the study. The sampling frame were entertainment
companies that provide these services to their consumers

3.3.2.2 Sampling Technique

“A sample is the representative part of the total population chosen for analysis during a
research (Bryman & Bell, 2011)”. The importance of the sampling process is crucial. The
characteristic of the interest sample of the population are across entertainment industry.
Hence the sample size was purposively and conveniently distributed among the sample frame
based upon those who own at least one internet enabled smart device and have purchased at
least one entertainment product online.

3.3.2.3 Sample Size

Simple random sampling technique was used for this study since population of interest was
not homogeneous and could be subdivided into groups or strata to obtain a representative
sample. According to Cooper and Schindler (2011), “random sampling frequently minimizes
the sampling error in the population”. This in turn increases the precision of any estimation
methods used. Cooper and Schindler (2011) “argue that if well chosen, samples of about
10% of a population can often give good reliability”. Irshad (2012) proposes the Cochran
formula for sample size determination. This is a relevant method of sample size
determination because it allows the researcher to calculate a sample size given a desired level

25
of precision and confidence level in a large population. The formula for this particular study
is as follows;
in = in
1+ in (e) 2

Where

n = Sample size

N = Population size = 1000

e = confidence level (0.05)

Therefore

= 1000

1+1000(0.05) 2

= 1000
3.5

= 286

This sample is appropriate because the population is not homogeneous and the units are not
uniformly distributed. Furthermore, “owing to the big number of target population and given
the time and resource constraints, the sampling of at least 30 elements is recommended by
Mugenda and Mugenda (2003)”. This made it easier to get adequate and accurate information
necessary for the research.

3.4 Data Collection Methods

Primary data was collected from the respondents by the use of structured questionnaires. The
questionnaire had four sections, the first covered the demographic section and section two,
three and four covered the four specific questions: 1) To what extent does brand awareness
influences purchase decisions by entertainment customers in Kenya. 2) To what extent
does brand a loyalty influence purchase decisions by entertainment customers in Kenya. 3)
26
To what extent does brand image influence purchase decisions by entertainment customers
in Kenya. 4) To what extent does brand equity influence the purchase decisions aby
entertainment customers in Kenya. A structured questionnaires was used to collect the data.
The data collection instrument for the study was developed based on literature from various
scholars. The questionnaires used a 5-point Likert scale where 1= strongly disagree, 2=
disagree, 3= Not sure 4= agree and 5= strongly agree to show the extent of agreement to
which respondents have while examining brand factors that influence purchase decision
based on the various entertainment options that are available for entertainment consumers in
Kenya.

3.5 Research Procedures

After development of the draft questionnaire, a pilot test was carried out with ten students to
test for any inconsistencies, ambiguity and incomprehension who was not be included in the
final study. The purpose of pre-testing the data instrument was to ensure that the items in the
instrument are stated clearly and has the same meaning to all respondents (Mugenda &
Mugenda, 2003).it’s only during pre-testing that the researcher was able to assess the ease of
use of the instrument. Any sensitive, confusing or biased items was densified and modified
or omitted.

Pretesting permits refinement before the final test and is also useful in order to assess the
clarity of the questions and establish the average length of timidities to administer the
questionnaire. This helps the researcher to prepare and plan for the actual data collection
process (Cooper & Schindler, 2014).it’s The pre-test participants was not participate in the
actual survey to avoid pre-emption of the study at the actual area. in the process of piloting,
the study ensures the rectification of any errors of ambiguity existing in the research
instrument.

According to Cooper and Schindler (2014), content validity refers to a qualitative type of
validity where the domain is made clear and the analyst judges whether the measures fully
represent the domain. Further according to Mugenda and Mugenda (2003) there are basically
two ways of assessing content validity. The validity of the data collection instruments was
determined through discussing the stated questions in the instruments with entertainers

27
selected for the pre-test. The students were expected to tick the questionnaires that help to
establish their challenges in filling the questionnaires so that the same can be rectified before
the final data collection.

The study used face and content validity to ascertain the validity of the questionnaires. As a
check on face validity, test/survey items are sent to the pilot group to obtain suggestions for
modification. Content validity draw an inference from test scores to a large domain of items
similar to those on the test content. Validity was concerned with sample-population
representativeness covered by the test items that is to be a representative to the larger domain
of knowledge and skills.

According to Cooper and Schindler (2014), reliability refers to the consistence, stability or
dependability of the data. To measure the reliability of the data collection instruments, an
internal consistency technique is applied to the gathered data. A reliable measurement is one
that f repeated a second time was give the same results aside the first time. f the results are
different, then the measurement is unreliable (Mugenda & Mugenda, 2003). The researcher
selected a pilot group of 10 entertainers to test the reliability of the research instrument. The
aim was to correct inconsistencies arising from the instruments, which helps to ensure that
they measured what was intended.

The respondents’ consent was sought before the data collection process begins, they was
normed of the purpose of the study and the kind of information being sought. The researcher
assured them of the confidentiality of their responses and that the information would be used
for academic purposes only. The researcher personally administered the questionnaires
containing the closed ended questions to the students who are the sample respondents. This
was done so as to ensure a higher response rate, by giving the respondents sufficient time to
fill the questionnaire. All clarity was done between the researcher and the respondent by the
use of telephone calls.

Pilot test done show that brand awareness had a Chronbalch alpha value was (.706). For the
five questions on brand loyalty the Chronbalch alpha value was (.712). For the 5 questions
on brand image the Chronbalch alpha value was (.846) and for Brand equity the Chronbalch
alpha value was (.823) hence all the questions were reliable as shown in Table 3.3 as follows.

28
Table 3.3: Reliability Statistics

Scale Cronbach Number

’s Alpha of items
1) To what extent does brand awareness influences purchase .706 5
decisions by entertainment customers in Kenya.
2) To what extent does brand loyalty influence purchase .712 5
decisions by entertainment customers in Kenya
3) To what extent does brand image influence purchase .846 5
decisions by entertainment customers in Kenya.
4) To what extent does brand equity influence the purchase .823 5
decisions aby entertainment customers in Kenya.

3.6 Data Analysis Methods

Once the data was collected it was necessary to analyze it. This was achieved through the
Statistical Package for Social Science (SPSS) package. SPSS is a software package used for
interactive, or batched, statistical analysis. According to Zikmund, Babin, Carr & Griffin
(2010), “data analysis refers to the application of reasoning to understand the data that has
been gathered with the aim of determining consistent patterns and summarizing the relevant
details revealed in the investigation”. To determine the patterns revealed in the data collected
regarding the selected variables, data analysis was guided by the aims and objectives of the
research and the measurement of the data collected. Information was sorted, coded and input
into the Statistical Package for Social Sciences (SPSS) version 23.0 for production of graphs,
tables, descriptive statistics and inferential statistics.

A regression model was used for establishing the relationship between brand factors
influencing purchase decisions by entertainment customers in Kenya. The model adopted
consist of four variables:

29
Y = β0 + β1X1 + β 2X2 + β 3X3+β 4X4+€
Y= consumer purchase decision
X1=Brand Awareness
X2=Brand loyalty
X3=Brand image
X4= Brand Equity
β0 = Constant (Y-intercept)
€= Error term.
The study used a regression model to show the relationship between factors influencing
consumer purchase decision and the decision to purchase different entertainment options.
Information sorted and coded using the Statistical Package for Social Sciences (SPSS)
version 23.0 was presented using graphs, tables, descriptive statistics because they helped
summarize the findings and conclusion in a more understandable language.

3.7 Chapter Summary

Chapter three highlights the practical approach that was used to conduct this study. It outlined
the research design of both descriptive and exploratory design that was be used. It also
outlined the population size, sampling design, sampling frame, sample size and technique to
be used for this study. When it comes to data collection, this chapter also covered the data
collection methods, research and data analysis method using the SPSS software as the tool
for analyzing primary quantitative data for this research.

30
 CHAPTER FOUR
4.0 RESULTS AND FINDINGS
4.1 Introduction
This chapter outlined the results of the study on factors influencing consumer purchase
decision on entertainment options in Kenya. The chapter was organized in sections and sub-
sections that presented the response rate, demographic information, descriptive statistics, and
inferential statistics in line with the research questions which sought to establish the extent
brand awareness influences purchase decisions by entertainment customers in Kenya, extent
brand loyalty influence purchase decisions by entertainment customers in Kenya, extent
brand image influence purchase decisions by entertainment customers in Kenya and the
extent brand equity influence the purchase decisions by entertainment customers in Kenya.

4.2 General Information

The study attempted to understand the demographic information of the study. This was
essential for the study as the study included age, gender, occupation and income independent
variables for the research.

4.2.1 Response Rate

The research issued a total of 286 questionnaires and a total of 275 were filled and returned
giving a response rate of 96%. According to Mugenda and Mugenda (2003) a sample size of
30% is considered sufficient for the study therefore the 96% response rate was considered
sufficient as indicated in Table 4.1.
Table 4.1: Response Rate

Variable Frequency Percentage

Filled and returned 275 96
Non-response 11 4
Total 286 100

4.2.2 Respondents Age

In terms of their age brackets, the results showed that the 28.3 % of the participants were
between ages 36-40 years and 23.3 % of the participants were between ages 31-35 years
respectively. This was followed by the ages 25-30 years who accounted for 21.3 % of the

31
sample, 16.0 % of respondents were 18-24 years and above 40 years were 11 % respectively
as presented in Figure 4.1.

Above 40 years 11
36-40 years 28.3
31-35 years 23.3
25-30 years 21.3
18-24 years 16

0 5 10 15 20 25 30

Figure 4.1: Age Group Distribution Of Respondents

4.2.2 Gender of Respondents

Figure 4.2 shows the gender distribution of the study participants. 52.0 % of the participants
were female and the remaining 48.0 % were male respondents. This finding showed no
significant differences in the sample as non-probability methods of selection were adopted.
This implied that there was no great gender difference amongst the mobile phone consumers.

Male 48%
Female 52%

Figure 4.2: Gender Distribution of Respondents

4.2.3 Respondents Occupation

The findings indicated that 35 % of the respondents were in formal employment, followed
by 25.0 % in skilled labor, 15 % were not employed, and 12.5 % were in self-employment
and students respectively as shown in Figure 4.3.

32
 35
40
25
30
12.5 12.5 15
20
10 0
Percentange
0

Figure 4.3: Occupation Distribution Of Respondents

4.2.4 Respondents Income Levels

In regard to the income levels of respondents, Figure 4.4 illustrates that those earning 10,000-
14,999 Kshs accounted for 24 % of the sample, 21 % respondents earned 15,000-19,999
Kshs, 15 % respondents earned 25,000-29,999 Kshs, 20 % respondents earned 20,000-
29,999 Kshs respectively and 10.0 % respondents earned 30,000-39,000 Kshs and above
50,000 Kshs respectively.

24
25 21 20
20 15
15 10 10
10
5 0
Percentage
0

Figure 4.4: Income Distribution Of Respondents

33
4.3 Brand Awareness and Customer Purchase Decisions

The first objective was to establish the extent brand awareness influence consumer Purchase
decision. The Please indicate the extent to which agree with each of the statement using a 5-
point Likert scale where 1= strongly disagree, 2= disagree, 3= Not sure 4= agree and 5=
strongly agree. The following are descriptive and inferential statistics of the first objective

4.3.1 Frequency of Brand Awareness

The study established that majority (68%) strongly agreed that the decision to purchase an
entertainment option was based on awareness of the brand, 22.6% also agreed with the
statement. It was also established that 43.5% strongly agreed that brand awareness should be
aligned to consumer interest, activities and opinion, 27.2% agreed. The study also noted that
27.5% strongly agreed that they chose to consume entertainment brands that accommodate
their everyday life choices and routines. It was however noted that high level of uncertainty
was recorded for brand awareness adding value to users lifestyle. Results also show that 25%
agree that they were likely to densify with an entertainment brand that they were aware of or
purchased before, 20.3% agreed to the statement as shown in Table 4.2

Table 4.2: Frequency of Brand Awareness

Brand Awareness statements 1 2 3 4 5

4 10.9 4.3 22.6 68
My decision to purchase an
entertainment option is based on my
awareness on the brand
Brand awareness of a product or service 3.6 5.8 19.6 27.2 43.5
should be aligned to my interests,
activities and opinions.
I choose to consume entertainment 12.3 19.6 23.6 16.7 27.5
brands that accommodate my everyday
life, choices and routine.
Brand awareness of a product or service 10.9 22.8 32.2 14.1 19.6
must add value to my lifestyle.
I am likely to identify with an 14.1 17.4 22.8 20.3 25.0.
entertainment brand that I am aware of
or purchased before

34
4.3.2 Descriptive Statistics of Brand Awareness
The aggregated mean show that on average majority agreed with the statement on brand
awareness (mean=3.53, ds=0.897). Based on the means respondents agreed that the decision
to purchase an entertainment option was based on awareness of the brand (mean 4.17,
ds=0.893). It was also established that majority agreed that brand awareness should be
aligned to consumer interest, activities and opinion,(Mean=4.03, ds=0.867). The study also
noted that majority were uncertain that they chose to consume entertainment brands that
accommodate their everyday life choices and routines (mean=3.28, ds=0.646).it was
however noted that high level of uncertainty was recorded for brand awareness adding value
to users lifestyle (mean=3.09, ds=0.590). The results also show that majority were uncertain
that they were likely to densify with an entertainment brand that they were aware of or
purchased before (mean=3.08, ds=1.491) as shown in Table 4.3

Table 4.3:Brand Awareness and Consumer Purchase Decision

Std.
Brand Awareness statements Mean Deviation
My decision to purchase an entertainment option is based 4.17 0.893
on my awareness on the brand
Brand awareness of a product or service should be 4.03 0.867
aligned to my interests, activities and opinions.
I choose to consume entertainment brands that 3.28 0.646
accommodate my everyday life, choices and routine.
Brand awareness of a product or service must add value 3.09 0.590
to my lifestyle.
I am likely to identify with an entertainment brand that I 3.08 1.491
am aware of or purchased before
Aggregated Mean 3.53 0.897

4.3.3 Pearson Correlation of Brand Awareness and Consumer Purchase Decision

A Pearson correlation analysis was done to establish the relationship between brand
awareness and consumer purchase decision and the result established a strong positive
relationship between brand awareness and consumer purchase decision (r=.747, p value

35
=0.042) as shown in Table 4.4. The relationship was significant as indicated indicating that
an ncrease in brand awareness had a positive effect on consumer purchase.

Table 4.4: Correlation of Brand Awareness and Consumer Purchase Decision

Consumer Purchase Brand Awareness

Consumer Pearson Correlation 1 .747
Purchase Sig. (2-tailed) .042
Brand Pearson Correlation .747 1
Awareness Sig. (2-tailed) .042
N 275 275

4.4 Brand Loyalty and Consumer Purchase Decisions

The second objective sought to establish the extent brand loyalty influence consumer
Purchase decision. The Please indicate the extent to which agree with each of the statement
using a 5-point Likert scale where 1= strongly disagree, 2= disagree, 3= Not sure 4= agree
and 5= strongly agree. The following are descriptive and inferential statistics of the second
objective.

4.4.1 Frequency of Brand Loyalty

The results show that 46.7% strongly agreed that customer service experience affect brand
loyalty towards a product/service, 22.5% agreed with the statement. The study also show that
31.5% strongly agreed that incentives, offers and after sales services by a company influence
their loyalty to a brand, 26.4% agreed with the statement. At the same time. The study also
indicated that 37.7% strongly agreed that the source of information on a product or service
brand influences loyalty and decision to purchase a product, 22.5% agreed with the
statement. The study also noted that 38% agreed that brand loyalty is influenced by those
who the respondents interact with .e. the social environment around them, 35.1% strongly
agreed and 14.9% .it was also established that 64.7% were uncertain over loyalty to a brand
influencing their willingness to recommendation other potential consumers, 23.3% however
agreed.

36
Table 4.5: Frequency of Brand Loyalty

Brand loyalty statements 1 2 3 4 5

Customer service experience 7.6 16.3 22.5 46.7
affect your brand loyalty towards a 6.5
product/service.
Do incentives, offers and after 2.9 15.9 26.4 31.5
sales services by a company 22.8
influence your loyalty to a brand.
The source of information on a 4.7 12.0 22.5 37.7
product or service brand influences 22.8
my loyalty and decision to
purchase t.
Brand loyalty is influenced by 6.2 14.9 38 35.1
those who interact with .e. the 5.4
social environment around me.
Your loyalty to a brand influences 3.3 64.7 23.3 2.5
your willingness to
recommendation other potential 6.2
consumers.

4.4.2 Descriptive Statistics of Brand Loyalty

Table 4.6 shows that the descriptive statistics for the association between brand loyalty and
consumer purchase decisions which indicated that the highest mean score was for the
statement, does customer service experience affect your brand loyalty towards a
product/service with a mean of 3.81 and a standard deviation of 1.077. It was also noted that
incentives, offers and after sales services by a company influence loyalty to a brand mean of
3.61and a standard deviation of 0.996.itwas however uncertain that the source of information
on a product or service brand influences my loyalty and decision to purchase it had a mean
of 3.37, standard deviation of 0.993. Results also show that majority were also uncertain over
brand loyalty is influenced by those who interact with .e. the social environment around them
had a mean of 3.31 and a standard deviation of 0.942. There was also uncertainty over loyalty
to a brand influencing willingness to recommendation other potential consumers mean of
3.17 and a standard deviation of 1.108.

37
Table 4.6: Brand Loyalty and Consumer Purchase Decision

Std.
deviation
Brand loyalty statements Mean
Customer service experience affect your brand loyalty towards a 3.81 1.077
product/service.
Do incentives, offers and after sales services by a company 3.61 0.996
influence your loyalty to a brand.
The source of information on a product or service brand influences 3.37 0.993
my loyalty and decision to purchase it.
Brand loyalty is influenced by those who I interact with i.e. the 3.31 0.942
social environment around me.
Your loyalty to a brand influences your willingness to recommend 3.17 1.108
it to other potential consumers.

4.4.3 Pearson Correlation of Brand Loyalty and Consumer Purchase Decision

A Pearson correlation analysis was done to establish the relationship between brand loyalty
and consumer purchase decision and the result established a strong positive relationship
between brand loyalty and consumer purchase decision (r=.652, p value =0.023) as shown
in Table 4.7. The relationship was significant indicating that an increase in brand loyalty had
a positive effect on consumer purchase.

Table 4.7: Correlation of Brand Loyalty and Consumer Purchase Decision

Consumer
Purchase Brand Loyalty
Consumer Pearson Correlation 1 .652
Purchase Sig. (2-tailed) .023
Brand Loyalty Pearson Correlation .652 1
Sig. (2-tailed) .023
N 275 275

38
4.5 Brand Image and Consumer Purchase Decisions

The third objective sought to establish the extent brand image influence on consumer
Purchase decision. The respondents were required to indicate the extent to which agree with
each of the statement using a 5-point Likert scale where 1= strongly disagree, 2= disagree,
3= Not sure 4= agree and 5= strongly agree. The following are descriptive and inferential
statistics of the third objective are as follows

4.5.1 Frequency of Brand Image

The results of the research show that 40.2% agreed that a brand’s image influences the value
give towards a product that would like to purchase, 31.5% strongly agreed and 18.5% were
uncertain. It was also noted that 40.2% agreed that brand image influences the time spent to
search and compare information on different products or services, 26.1% strongly agreed
and 22.5% were uncertain. The study also show that 45.3% strongly agreed that the amount
of money they spend on a product or a service is influenced by its brand image and 24.3%
agreed with the statement.

The results also show that 44.6% were uncertain about product or service brand image
influencing how much they cared for intended purchase, 30.4% agreed and 14.5% strongly
agreed with the statement. The results indicated that 38% strongly agreed that the brand
logo/identity/ image is an influential factor towards respondents decision to purchase the
product or service, 27.2% agreed and 20.3% were uncertain.

39
Table 4.8: Brand Image and Consumer Purchase Decision

Brand image statements 1 2 3 4 5

A brand’s image influences the 18.5 40.2 31.5
value I give towards a product that 2.2 7.2
I’d like to purchase.
Brand image influences the time I 22.5 40.2 26.1
spend to search and compare 2.9 8
information on different products or
services.
The amount of money I can spend on 5.4 6.2 18.5 24.3 45.3
a product or a service is influenced
by its brand image.
A product or service brand image 2.9 7.2 44.6 30.4 14.5
influences how much I care for my
intended purchase.
The brand logo/identity/ image is an 20.3 27.2 38
influential factor towards my 9.1 5.1
decision to purchase the product or
service.

4.5.2 Decriptive Statistics of Brand Image

The descriptive findings showed that the highest ranked brand image statement was brand’s
image influences the value I give towards a product that I’d like to purchase with a mean
score of 3.98 and a standard deviation of 1.078 as shown in Table 4.8. The study also noted
that brand image influences the time they spend to search and compare information on
different products or services had a mean of 3.83 and standard deviation of 1.128. Majority
also noted that the amount of money they can spend on a product or a service is influenced
by its brand mage, this had a mean of 3.73 and a standard deviation of 0.919.

40
Table 4.9: Brand Image and Consumer Purchase Decision

Std.
Brand image statements Mean Deviation

A brand’s image influences the value I give towards a

product that I’d like to purchase. 3.98 1.078
Brand image influences the time I spend to search and
compare information on different products or services. 3.83 1.128
The amount of money I can spend on a product or a service
is influenced by its brand image. 3.73 0.919
A product or service brand image influences how much I care
for my intended purchase. 3.33 0.863
The brand logo/identity/i image is an influential factor
towards my decision to purchase the product or service. 3.29 0.619

4.5.3 Pearson Correlation of Brand Image and Consumer Purchase Decision

A Pearson correlation analysis was done to establish the relationship between brand image
and consumer purchase decision and the result established a positive relationship between
brand image and consumer purchase decision (r=.462, p value =0.008) as shown in Tabe
4.10. The relationship was significant ndicating that an ncrease in brand image had a positive
effect on consumer purchase.

Table 4.10: Correlation of Brand Image and Consumer Purchase Decision

Consumer
Purchase Brand mage
Consumer Pearson Correlation 1 .462
Purchase Sig. (2-tailed) .008
Brand mage Pearson Correlation .462 1
Sig. (2-tailed) .008
N 275 275

41
4.6 Brand Equity and Consumer Purchase Decisions
The fourth objective sought to establish the extent brand equity influence on consumer
Purchase decision. The respondents were required to indicate the extent to which agree with
each of the statement using a 5-point Likert scale where 1= strongly disagree, 2= disagree,
3= Not sure 4= agree and 5= strongly agree. The following are descriptive and inferential
statistics of the fourth objective are as follows.

4.6.1 Frequency of Brand Equity

The distribution indicated that 55.8% strongly agreed that brand equity influences my
understanding of a product or a service that would influence my decision to purchase t, 22.5%
agreed and 13.1% were uncertain. The study also show that 55.8% strongly agreed that
disposable income/monthly entertainment expenditure influences brands (equity) to
associate with. At the same time 25.7% agreed with the statement and 13.4% were uncertain.
It was also established that 54.7% were in strong agreement that they would associate and
purchase entertainment options that address my needs and interests, 27.5% agreed to the
statement and 10.5% were uncertain about the statement. The findings also indicated that
43.8% were in strong agreement that they believe a brand equity has an effect on the quality
of products and services offered, 22.8% agreed and 19.6% were uncertain. The study also
noted that 36.3% strongly agree that brand loyalty has a direct relation to brand equity,
26.4% agreed and 23.2% were uncertain as shown in Table 4.11

42
Table 4.11: Frequency of Brand Equity

Brand Equity statements 1 2 3 4 5

Brand equity influences my 13.1 22.5 55.8
understanding of a product or a service 1.4 6.9
that would influence my decision to
purchase it.
My disposable income/monthly 2.2 2.5 13.4 25.7 55.8
entertainment expenditure influences
brands (equity) to associate with.
I would associate and purchase 10.5 27.5 54.7
entertainment options that address my 4.0 2.9
needs and interests.
I believe a brand equity has an effect the 2.9 10.5 19.6 22.8 43.8
quality of products and services
Brand loyalty has a direct relation to 3.3 10.1 23.2 26.4 36.3
brand equity

4.6.2 Descriptive Statistics of Brand Equity

Amongst the brand equity statements, brand equity influences my understanding of a product
or a service that would influence my decision to purchase it was the highest ranked statement
with a mean score of 4.50 and a standard deviation of 0.693. The results also show that many
agree that disposable income/monthly entertainment expenditure influences brands (equity)
to associate with and this statement had a mean of 4.34 and deviation of 0.577. The results
also show that many would associate and purchase entertainment options that address their
needs and interests, this had a mean of 4.14 and a standard deviation of 0.927.

Majority also believe that a brand equity has an effect the quality of products and services
and this had a mean of of 3.96 and a standard deviation of 0.835. The findings also indicated
hat brand loyalty has a direct relation to brand equity, this had a mean of 3.94 and deviation
of 0.929 as shown in Table 4.12

43
Table 4.12: Brand Equity and Consumer Purchase Decision

Std.
Brand Equity statements Mean Deviation
Brand equity influences my understanding of a product or a service 4.50 0.693
that would influence my decision to purchase it.
My disposable income/monthly entertainment expenditure influences 4.34 0.577
brands (equity) to associate with.
I would associate and purchase entertainment options that address my 4.14 0.927
needs and interests.
I believe a brand equity has an effect the quality of products and 3.96 0.835
services
Brand loyalty has a direct relation to brand equity 3.94 0.929

4.6.3 Pearson Correlation of Brand Equity and Consumer Purchase Decision

A Pearson correlation analysis was done to establish the relationship between brand equity
and consumer purchase decision and the result established a positive relationship between
brand image and consumer purchase decision (r=.540, p value =0.512) as shown in Tabe
4.13. The relationship indicated that an ncrease in brand equity had a positive effect on
consumer purchase although the relationship was not significant

Table 4.13: Correlation of Brand Equity and Consumer Purchase Decision

Consumer
Purchase Brand mage
Consumer Pearson Correlation 1 .540
Purchase Sig. (2-tailed) .512
Brand mage Pearson Correlation .540 1
Sig. (2-tailed) .512
N 275 275

44
4.6.4 Consumer Purchase Decision
Consumer purchase decisions was the dependent variable for the study. The variable was
measured using two dimensions: brand choice, and entertainment choice. Table 4.14ishows
the descriptive statistics for brand choice. The findings indicated that respondents agreed that
brand choice was influenced by brand image (M=4.27; SD=0.766). Majority agreed that the
choice they make is determined by loyalty to the brand (maen=4.12, SD=0.859).itwas also
noted that the choice of brand is determined by how aware respondents were about the brand
(mean=3.91, SD= 0.780). in addition, the brand choosen was influenced by the
sizeitholds in the market (equity) (mean=3.90, SD=0.968).

Table 4.14: Descriptive Statistics of Brand Choice

Std.
Brand choice Mean Deviation
The brand I purchase is influenced by how I perceive the brand 4.27 0.766
image.
The brand choice I make is determined by my loyalty to the 4.12 0.859
brand.
My choice of brand is determined by how aware I am about the 3.91 0.780
brand
The brand I choose is influenced by the size it holds in the 3.90 0.968
market (equity).

With regard to the entertainment choice the findings show that majority agreed that the
choice of entertainment is influenced by perception of the product/service brand name and
this was evenly ddistributed with (mean= 3.83, SD=1.048).itwas also noted that
entertainment choice is determined by loyalty to the product or service brand (Mean=3.53,
SD= 0.995). The results also show that respondents awareness of product/service brand
influences entertainment purchase (mean=3.51, SD= 1.146). At the same time there was
uncertainty over respondents choose to purchase certain entertainment products and services
because of brand image attached to t/them (mean=3.43, SD = 0.908). Similarly, the results

45
also noted that there was uncertainty about personality nfluencing the entertainment choice
(mean=3.27, SD=0.995).

Table 4.15: Descriptive Statistic of Entertainment Choice

Entertainment Choice.
My choice of entertainment is influenced by my perception of 3.83 1.048
the product/service brand name.
My entertainment choice is determined by my loyalty to the 3.53 0.995
product or service brand.
My awareness of product/service brand influences my 3.51 1.146
entertainment purchase.
I choose to purchase certain entertainment products and 3.43 0.908
services because of brand image attached to it/them.
My personality influences my entertainment choice. 3.27 0.995

4.6.5 Regression Model

The research analyzed relationship between the dependent variable (consumer purchase
decision) against other core factors. The results showed that the Adjusted R2 value was 0.324
hence 32.4% of the variation in purchase decision was explained by the variations in brand
equity, brand loyalty, brand awareness, brand image as llustrated in Table 4.16. at the same
time 67.6% of the variation was caused by other factors not considered in the equation

46
Table 4.16: Regression Model

Model Summary

Change Statistics

M Adj Std. R
o uste Error Squ Sig.
d R dR of the are d F
e Squ Squ Estimat Cha F f Cha
l R are are e nge Change 1 df2 nge
1 .578a .334 .324 .53319 .334 33.899 4 270 .000

a. Predictors: (Constant), Brand Equity, Brand Loyalty, Brand awareness, Brand mage

An ANOVA analysis was done between consumet purchase decision and brand equity, brand
loyalty, brand awareness, brand image at 95% confidence level, the F value=33.899,
p<0.001).This shows that the regression model of purchase decision and brand equity, brand
loyalty, brand awareness, brand image was significant as shown in Table 4.17

Table 4.17: ANOVA Analysis

ANOVAa
Sum of
Square Mean
Model s df Square F Sig.
1 Regression 38.549 4 9.637 33.8 .000b
99
Residual 76.760 270 .284
Total 115.30 274
9
a. Dependent Variable: EC
b. Predictors: (Constant), Brand Equity, Brand Loyalty, Brand awareness, Brand
mage

47
The findings in Table 4.18 shows that brand awareness has a positive and significant effect
on consumer purchase decision (β= 0.051 p<0.030). Brand loyalty was also forund to have
a positive and significant effect on purchase decision (β= 0.141 p<0.010). Brand image had
a positive and nsignificant effect on purchase decision (β= 0.044 p<0.455). Brand equity had
a positive and significant effect on purchase decision (β= 0.549 p<0.000).

Table 4.18: Coefficient

Standardiz
ed
Unstandardized Coefficient
Coefficients s
Model B Std. Error Beta t Sig.
1 (Constant) 1.665 .304 5.478 .000

Brand awareness .056 .057 .051 .977 .030

Brand loyalty -.134 .051 .141 -2.608 .010

Brand image .054 .072 .044 .749 .455

Brand equity .496 .048 .549 10.296 .000

4.7 Chapter Summary

This chapter has highlighted results and findings. The first section provided an analysis of
response rate and demographic data of the respondents, the second section dealt with data on
brand awareness, the third section looked at the data on brand loyalty while the fourth section
covered ssues of brand mage, the last wection was focused on brand equity. The chapter also
looked at inferential statistics with regard to correlation and regression analysis. This chapter
presented the results and findings of the study in tables and figures. In chapter five this results

48
will be discussed and relevant conclusions and recommendations made with regard to
consumer purchase decisions.

49
 CHAPTER FIVE
5.0 DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction
This chapter consists of four sections which are, summary, discussion, conclusions and
recommendations. This presents a summary findings based on the objectives of the study.
The first section provides a summary of theiimportant element from the research,
ncludingistudy objectives, methodology and findings. The second section discusses the
major findings of the study concerningitheispecific objectives. The third section provides the
conclusions of the researcher from the study. The section then culminates with
recommendations.

5.2 Summary
The purpose of this study was to establish the role of brand factors namely; image, loyalty,
awareness, and equity on consumer purchase decision by entertainment customers in Kenya. The
study was guided by the following research questions: To what extent does brand awareness
influences purchase decisions by entertainment customers in Kenya? To what extent does brand
loyalty influence purchase decisions by entertainment customers in Kenya? To what extent does
brand image influence purchase decisions by entertainment customers in Kenya? To what extent
does brand equity influence the purchase decisions by entertainment customers in Kenya?

This research used descriptive research design to get an in depth understanding of the focus areas.
The population of this study consisted of 1000 respondents and the sample size was 286 obtained
from entertainment customers who were presumed to be technologically savvy with access to
social media platform from which they are liable to communicate and receive information nline.
The researcher utilized the Statistical Package for Social Science (SPSS) and the results were
presented in using descriptive statistics where the frequencies and means were tabulated. To
establish relations inferential statistics which involves both correlation and regression analysis was
employed. Tables and figures were used to display the results.

The first objective was to establish the extent brand awareness influence consumer purchase
decision. The aggregated mean show that majority agreed brand awareness influence consumer
purchase. Based on the means respondents agreed that the decision to purchase an entertainment

50
option was based on awareness of the brand. A Pearson correlation analysis done to establish the
relationship between brand awareness and consumer purchase decision and the result established
a strong positive relationship between brand awareness and consumer purchase decision (r=.747,
p value =0.042).

The second objective sought to establish the extent brand loyalty influence consumer Purchase
decision. The result show that customer service experience affect brand loyalty towards a
product/service and the incentives, offered and after sales services by a company influence loyalty
to a brand. A Pearson correlation analysis done to establish the relationship between brand loyalty
and consumer purchase decision established a strong positive relationship between brand loyalty
and consumer purchase decision (r=.652, p value =0.023).

The third objective sought to establish the extent brand image influence on consumer Purchase
decision. The descriptive findings showed that the highest ranked brand image nstatement was
brand’s image influences the value towards a product that respondents like to purchase. A Pearson
correlation analysis was done to establish the relationship between brand image and consumer
purchase decision and the result established a positive relationship between brand image and
consumer purchase decision (r=.462, p value =0.008).

The fourth objective sought to establish the extent brand equity influence on consumer Purchase
decision. The results show that brand equity influences the understanding of a product or a service.
The results also show that many agree that disposable income/monthly entertainment expenditure
influences brands (equity) to associate with and many would associate and purchase entertainment
options that address their needs and interests.

The study concluded that brand awareness influences consumer choice and the growth of brand
loyalty emerges as a result of the marketing transformation of awareness, knowledge, and
perception of quality, purchase situation and satisfaction of the product. The study also concluded
that entertainment brand act as facilitators in the creation of meaning to the resellers in channel
relations. Whereby the outcome of this relationship is increased confidence amongst the
entertainment industry, anditenables customers to trust the providers in the industry. Lastly, the
quality of an entertainment brand is in the mind of the consumer. Whereas some aspects of the

51
service are perceived as good, others are not so good. These convictions may constitute reality for
the consumer who perceives brand equity and makes choices.

The study recommends that marketers should prioritize brand awareness constructs as their
strategy to attract potential customers becauseitdoes show significant direct and indirect
relationships between the dimensions of brand loyalty, brand image and brand equity and
consumer purchase decision. There should be a continuous effort by entertainment industries to
entice customer based on brand loyalty by introducing loyalty cards and giving points to their
customers in the entertainment industry.

5.3 Discussion
5.3.1 Brand Awareness And Its Influence On Consumer Purchase Decision
This study has shown that brand awareness as an aspect of consumer purchase decision is a
prevalent choice tactic among inexperienced consumers facing a new decision task.
Furthermore the brand awareness contributes to increase sales of a company, though it
consumes a lot of financial resources.

As highlighted earlier by Aekeri (2004), brand refers to the way a business tries to distinguish
its product or services from the competitors, either using logo, sign, or symbol. With this
aspect, companies use their unique capabilities to distinguish themselves from direct and
indirect competitors in the market in order to get a piece of the consumer’s wallet. The
consumer therefore is made aware and is able to recall, recognize the brand in various
situations, thus linking to memory, the brand characteristics such as the brand name, logo,
and jingles.

According to Kotler and Armstrong (2015), brand plays a huge role in the product’s
commercial success in the market. By drawing the company’s products and services to the
consumer’s attention, it attracts and increases their chances of making a decision to purchase
from them. As indicated in the study above, a brand is considered successful when it creates
a positive image in the consumer’s mind and thus, becomes recognizable. A strong brand
popularity increases brand acceptance by the consumer. From the study, the researcher has

52
been able to identify that a satisfied consumer is likely to convert into a loyal purchaser of
the product or service. Based on the definition by Akhtar et al. (2016), establishing a
relationship with consumers also includes managing the entire process. Creating customer
loyalty is a process as well as the heart of every business so that customers who purchase
from the company would feel compelled to get the exact same brand the next time, they are
purchasing the product or service. By getting, keeping and growing customers, the ripple
effect is on the growth and success of the business.

Social media is also another key component of brand awareness creation and retention.
Companies are exploring establishing social media platforms in order to entice and engage
customers through the internet. Influencer marketing is growing in popularity with
companies using celebrities to endorse and advertise their products and services in order to
convert their audiences into customers. As a modern marketing technique, the use of social
media and influencer marketing has seen the growth of brands and businesses that operate
with both physical establishments as well as online shops.

An inherent nature of a consumer is to minimize cost when making purchases especially

when income levels is a factor. Chandon (2011), implied that attitude influences purchase
intention and consumer behavior as a psychological function thus evaluating either a
favorable or unfavorable outcome. When a consumer has a positive attitude towards a
product or service in relation to a brand, it is likely that it creates favorability thus impacting
the purchasing power of the consumer. This positively influences purchase intention and thus
minimizes the likelihood of a consumer from switching brands.

The study therefore has highlighted the significance of brand awareness and its influence on
entertainment customers recall or memory of the brand thus leading to a positive consumer
purchase decision. The researcher has also been able to identify the importance of businesses
using social media to create brand awareness and thus optimistically influencing consumer’s
decision to make a purchase. Another key outcome of the research is the impact of customer
attitude towards brand and its influence on purchase intention.

53
5.3.2 Brand Loyalty And Its Influence In The Consumer Purchase Decision
The thesis enhances the theoretical understanding of brand loyalty influence on repeated
purchase and product referrals by consumers, however it should be noted this aspect of
consumer purchase decision had the highest rating, and as a subsequent most of the three
other aspect of consumer purchase decision built upon the consumers perception towards a
particular brand, and ultimately brings forth loyalty, when they experience satisfaction.

The first major contribution pertains to understanding the intervening processes that
underlines repeated purchases as an aspect of brand loyalty. Although the literature generally
suggests a direct impact of brand loyalty attitude on reciprocal repeated purchases, this study
is among the first empirical attempts to decompose this effect in the entertainment industry
Kenya. It is observed that repeated purchases are as a consequence of value perceptions of a
particular brand of entertainment and the product referrals due to inherent causality among
brand associations.

Subsequently, the aspect of awareness is built upon brand loyalty, which ultimately results
on purchase choice. Furthermore, this new measure of consumer purchase decision can be
used to aid in studies of brand value, brand extensions, and marketing activities, just to name
a few. Therefore, we can use this scale to re-assess and measure the consumer purchase
decision of brands now seen from the perspective of consumers. Aaker (2012) considers
brand loyalty as a higher standard then brand awareness. By evaluating physical aspects such
as taste, smell, size and shape, consumers are able to make a decision when it comes to
choosing similar, competing products. According to the researcher, a brand that is familiar
and that has positive exposure is at an advantage since the consumer can relate to identifying
with it. Familiarity with the brand makes a consumer confident to purchase a product or
service.

From the study, advertising has a positive correlation to attracting consumer attention. By
transmitting information appertaining to brand features and characteristics, the consumer is
persuaded to purchase and thus increases market share for the company. Parker et al., (2007),
highlighted for a fact that developing a brand can be difficult and is likely to take a lot of

54
time. However, from the study, it is clear that advertising positively influences buying
behavior to consumers that exhibit character of positive attitudes and trust towards well-
crafted advertisements by associating product characteristics to the brand. This drives brand
loyalty as the brand promise is delivered.

From the research, Word of Mouth (WOM) plays such an important role in influencing
purchase decision. A consumer is likely to recommend a product or service which they are
familiar with and have had a positive experience with. Depeding on the source of WOM,
which can be familiar circles such as friends, family, social media or credible press, this can
positively influence familiarity. The research findings therefore have highlighted that it is
possible to create a sense of brand loyalty from positive experiences resulting in increased
recommendations and thus building a loyal base of customers. The study therefore has
highlighted the significance of brand loyalty and its influence on purchase decision through
advetisment and Word of Mouth marketing.

5.3.3 Brand Image And Its Influence The Consumer Purchase Decision
The study demonstrates that brand awareness exerts influence on entertainment choice by
consumers in Kenya, but should be noted that the consumers will repurchase a familiar brand
over a period of time, and subsequently, the aspect of awareness built upon on brand loyalty,
which ultimately results on purchase choice. Furthermore, this new measure of consumer
purchase decision can be used to aid in studies of brand value, brand extensions, and
marketing activities, just to name a few. Therefore, we can use this scale to re-assess and
measure the consumer purchase decision of brands now seen from the perspective of
consumers.

From the research, brand image price can either be objective or perceived. There are instances
where price has been proven to influence buying behavior. From the study, the price-quality
relationship factors that have been highlighted indicate that information that the consumer
perceives through advertising has improved brand reputation and increased purchasing decision.
In addition, customers who are not aware about price do not use price as a determining factor when
making a purchased decision. Consumers who are not familiar with the quality of the product also

55
use intrinsic aspects such as price and packaging to make decisions regarding purchase of the
product. However, there are instances whereby consumers use price as a signaling factor for higher
quality.

Where quality is defined by Zeithaml (1988) as evaluation of excellence and superiority of the
product, there were suggestions from earlier literature that quality is objective and can be measured
through physical characteristics. However, this has also proven to be subjective as quality can also
be based on intrinsic aspects such as taste and smell preferences of individual consumers based on
quality perceptions thus informing specific attributes of the brand.

In addition, brand image risk which is consumer’s doubt about their decisions is a significant
quality that affects buying behaviour. Financial risk, functional risk, physical risk and social risk
are all noteworthy factors that expose consumers when making a decision to make a purchase
relating to a brand. On the other hand, the study has also resulted in brand image value being
closely relted to price quality and risk. This therefore goesto show that consumers tke into great
consideration aspects of product quqalty and price thus affecting the perceived value.

5.3.4 Brand Equity and Its Influence On Consumer Purchase Decision

In terms of the brand equity influencing on consumer choice, industry context moderates the
linkages between the relationships of the two. This study has shown that businesses in the
entertainment industry take into account the brand equity resources as a tool to build trust
and commitment that will enable them to sell their products and services easily. Important to
note is that satisfaction and loyalty are connected by two distinct pathways; satisfaction has
a direct effect on consumer purchase intentions, and secondly satisfaction indirectly affects
consumer choice via its effect in building brand equity.

From the study, brand equity is key to creating competitive advantage for the company.
During a re-branding process, changing a brand image has been seen to be more effective
according to Katar and Linda (2012). Based on findings of this research, a strong brand equity
influences understanding of a product or service. A large portion of the sample agreed that
disposable income as apportioned as monthly entertainment expenditure has a direct
influence on brand equity. This therefore impacted what entertainment options they settled
for to address their needs an interest.

56
Another relevant aspect of brand equity, which is brand association, measures three
perspectives of the brand-as product (value), the brand personality and the brand-as-
organization (organizational associations). The study shows that consumers buy products
that meets their needs and wants at the point of demand. By satisfying the need or want, it
creates a desirable outcome for businesses as it’s perceived as relevant in the market and in
the view of the customer. In addition to this, a consumer who’s dissatisfied is likely to
complaining and thus have negative reviews affecting WOM.

Finally, it is inferred from the findings that consumers perceive consumer choice-based
purchase decision to include four dimensions: brand awareness, brand loyalty, brand image
and brand equity. The consumers want to associate with a brand that has high quality and
preference in order to be loyal and subsequently purchase it. They want the product or service
to be a positive influence on their social as well as the economic environment. Therefore,
this thesis integrates psychological and economic perspectives in studying consumer choice
in terms of utility theory through linking this to key consumer purchase decision variables in
the purchase act.

5.4 Conclusions
In conclusion brand awareness, loyalty, image and equity are important aspect of consumer
purchase decision in this study. As the researcher I was able to examine the brand factors
influencing consumer purchases and the following conclusions were inferred in the study;

5.4.1 Brand Awareness And Its Influence On Consumer Purchase Decision

Brand awareness was found to be statistically significant in this study as an aspect that
influences consumer choice. Conventional marketing provided that the role of marketing is
to primarily sensitize the product to the customer. This is motivated by the amount of time
consumers spend daily on the internet.

57
5.4.2 Brand Loyalty And Its Influence In The Consumer Purchase Decision
Brand loyalty was found to be the most positive and statistically significant factor in
influencing consumer choice, whose findings had the highest indicator. The growth of brand
loyalty emerges as a result of the marketing transformation of awareness, knowledge, and
perception of quality, purchase situation and satisfaction of the product.

5.4.3 Brand Image And Its Influence The Consumer Purchase Decision
The predominant factors of these elements bring out the process of customer perceptions,
attitude formation and level of satisfaction in an entertainment brand. Proprietary brand
assets can help consumers process and recall information, serve as the basis for dissimilarity
and extensions and provide a reason to purchase and create positive feelings toward a brand.
This research revealed that the entertainment brand act as facilitators in the creation of
meaning to the resellers in channel relations. Whereby the outcome of this relationship is
increased confidence amongst the entertainment industry, and it enables customers to trust
the providers in the industry.

5.4.4 Brand Equity and Its Influence On Consumer Purchase Decision

Brand equity was found to also positively and statistically significant factor contributing to
consumer choice in the entertainment industry. The quality of an entertainment brand is in
the mind of the consumer. Whereas some aspects of the service are perceived as good, others
are not so good. These convictions may constitute reality for the consumer who perceives
brand equity and makes choices. Secondly, consumers differ in terms of importance of
perceived equity whereby these differences lead to different patterns of quality perception
on entertainment choice.

5.5 Recommendations
5.5.1 Recommendation for Improvement

5.5.1.1 Brand Awareness And Its Influence On Consumer Purchase Decision

As a marketer, it is important to remember that there are some factors that influence
consumer’s choice towards making a purchase decision. Based on the results from this

58
research, marketers should prioritize brand awareness constructs as their strategy to attract
potential customers because it does show significant direct and indirect relationships between
the dimensions of brand loyalty, brand image and brand equity and consumer purchase
decision.

5.5.1.2 Brand Loyalty And Its Influence In The Consumer Purchase Decision
In conclusion the result of this thesis shows that customer, based on brand loyalty, has a great
importance on choice of brand. The lack of these brand factors in entertainment industry
will likely weaken consumers’ perception. Therefore there should be a continuous effort by
entertainment industries to entice customer based on brand loyalty by introducing loyalty
cards and giving points to their customers in the entertainment industry.

5.5.1.3 Brand Image And Its Influence The Consumer Purchase Decision
Brand image can help consumers process and recall information, serve as the basis for
dissimilarity and extensions and provide a reason to purchase and create positive feelings
toward a brand. This research revealed that the entertainment brand act as facilitators in the
creation of meaning to the resellers in channel relations. Whereby the outcome of this
relationship is increased confidence amongst the entertainment industry, and it enables them
to trust the providers in the industry.

5.5.1.4 Brand Equity and Its Influence On Consumer Purchase Decision

This study has shown that businesses in the entertainment industry take into account brand
equity resources as a tool to build trust and commitment that will enable them to sell their
products and services easily. Important to note is that satisfaction and loyalty are connected
by two distinct pathways; satisfaction has a direct effect on consumer purchase intentions,
and secondly satisfaction indirectly affects consumer choice via its effect in building brand
equity.

In considerations to theoretical ramifications, this thesis fulfils as the building block for
measuring consumer choice, consumer-based brand equity. The thesis benefits brand
research in several ways. First, brand equity’s potential antecedents brand awareness, brand

59
loyalty, perceived quality, sales promotion activities, brand image, brand awareness, and
economic factors such as income can be used to see how consumer purchase decision results.
Also, this new consumer perceived consumer purchase decision scale can be used to
investigate the consequences of consumer purchase decision and see if they change using
new dimensions. To be specific, the impact of each dimension of this scale on consequent
variables needs to be identified.

5.5.2 Recommendation for Further Research

The researcher recommends that future research should be directed towards validating the
results of this study by conducting a similar research in other sectors in Kenya by collecting
data from different sources. In addition, future research should consider using a longitudinal
survey. Furthermore this study can also be extended to other types of products and services
which have different decision process and purchase intentions amongst consumers. It might
merit further investigation to demonstrate the effect of brand equity influence on consumers
in terms of short, mid and long term benefits and in the context of return on brand awareness,
brand loyalty, brand image and brand equity investments.

The proposed set of factors may be helpful to practitioners, stakeholders and academic
researchers in the entertainment industry with interest in consumer purchase decisions. It is
important to disclose that while previous studies have provided results of consumer-choice
and consumer purchase decision, most of them originate from different industries and
countries globally.

60
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 APPENDICES
APPENDIX I : INTRODUCTION LETTER

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 APPENDIX II: QUESTIONNAIRE
Section A: General Information

1. Please indicate which of the following age groups you belong to.
18-24 years ( )
25-30 years ( )
31-35 years ( )
36-40 years ( )
Above 40 years ( )
2. Please indicate your
gender
Male ( )
Female ( )
3. Please indicate your form of Occupation
Student ( )
Formal
Employed ( )
Self -
Employed ( )
Skilled Laborer ( )
Not Employed ( )
Other(Specify)
…………………………………………………
4. Please indicate your monthly entertainment expenditure bracket
0-9,999 Kshs ( )
10,000-14,999
Kshs ( )
15,000-19,999
Kshs ( )
20,000-24,999
Kshs ( )

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 25,000-29,999
Kshs ( )
30,000-49,999
Kshs ( )
Above 50,000
Kshs ( )

Section B: Personal factors and consumer purchase decisions

On a scale of 1-5 where 1= strongly disagree, 2= disagree, 3= Not sure 4 = agree and 5=
strongly agree, please indicate the extent to which you agree with the following statements
as they relate to the influence of Personal factors(Brand Image, Brand loyalty, Brand Equity
& Brand Awareness) on consumer purchase decision

Brand image and Consumer Purchase 1 2 3 4 5

Decisions
a.A brand’s image influences the value I
give towards a product that I’d like to
purchase.
b.Brand image influences the time I
spend to search and compare
information on different products or
services.
c.The amount of money I can spend on a
product or a service is influenced by
its brand image.
d.A product or service brand image
influences how much I care for my
intended purchase.
e.The brand logo/identity/i image is an
influential factor towards my decision
to purchase the product or service

Brand Loyalty and Consumer Purchase 1 2 3 4 5

Decisions
a.Does customer service experience
affect your brand loyalty towards a
product/service?
b.Do incentives, offers and after sales
services by a company influence your
loyalty to a brand?

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 c.The source of information on a product
or service brand influences my loyalty
and decision to purchase it.
d.Brand loyalty is influenced by those
who I interact with i.e. the social
environment around me.
e.Your loyalty to a brand influences your
willingness to recommend it to other
potential consumers.

Brand Equity and Consumer Purchase 1 2 3 4 5

Decisions
a. Brand equity influences my
understanding of a product or a
service that would influence my
decision to purchase it.
b. My disposable income/monthly
entertainment expenditure
influences brands (equity) to
associate with.
c. I would associate and purchase
entertainment options that address
my needs and interests.
d. I believe a brand equity has an
effect the quality of products and
services.
e. Brand loyalty has a direct relation
to brand equity

Brand Awareness and Consumer 1 2 3 4 5

Purchase Decisions
a. My decision to purchase an
entertainment option is based on
my awareness on the brand.
b. Brand awareness of a product or
service should be aligned to my
interests, activities and opinions.
c. I choose to consume
entertainment brands that
accommodate my everyday life,
choices and routine.
d. Brand awareness of a product or
service must add value to my
lifestyle.

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 e. I am likely to identify with an
entertainment brand that I am
aware of or purchased before.

Section C: Consumer purchase decision

On a scale of 1-5 where 1 = strongly disagree, 2= disagree, 3= Not sure 4 = agree and 5=
strongly agree, Please indicate the extent to which you agree with the following statements
as they relate to your consumer purchase decisions.

Brand Choice 1 2 3 4 5
a. The brand I purchase is influenced
by how I perceive the brand
image.
b. My choice of brand is determined
my loyalty to the brand
c. My choice of brand is determined
by how aware I am about the
brand.
d. The brand I choose is influenced
by the size it holds in the market
(equity).
e. The brand I choose is influenced
by my financial status or
capability.

Entertainment Choice 1 2 3 4 5
a. My choice of entertainment is
influenced by my perception of
the product/service brand name.
b. My entertainment choice is
determined by my loyalty to the
product or service brand.
c. My awareness of product/service
brand influences my
entertainment purchase.
d. I choose to purchase certain
entertainment products and
services because of brand image
attached to it/them.
e. My personality influences my
entertainment choice.
THANK YOU VERY MUCH FOR YOUR TIME AND PARTICIPATION.

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APPENDIX III: RESEARCH AUTHORIZATION PERMIT FROM NACOSTI

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