Factors That Influence The Patronage Of Sameer Africa Products In Nairobi County

A Research Project Report Submitted to the Chandaria School of Business in Partial Fulfilment of the Requirement for the Degree of Masters in Business Administration (MBA)The main purpose of this study was to establish the factors that influence the patronage of Sameer Africa products in Nairobi County. The study sought to answer the following research questions: To what extent does brand loyalty influence consumers to purchase Sameer Africa tyres? To what extent does price influence consumers to purchase Sameer Africa tyres? and to what extent does promotion influence consumer to purchase Sameer Africa tyres? This research adopted a descriptive research design which is a scientific method that involved obtaining information concerning the current phenomena without changing the environment. The research population consisted of 345 retail customers per month in the different Tyre centers in Nairobi County. Stratified sampling technique was used in this study. A sample population of 185 retail customers was obtained. The data collection technique used was through structured questionnaires. The respondents were customers at the Koinange Street, Waiyaki Way, Embakasi and Langata Road tyre centers. A pilot study of 5 respondents was carried out to determine the viability and clarity of the questionnaires. Percentages and frequency distribution were used to analyze the data. In order to determine the relationship of the data, the study also used Pearson’s Correlation to determine the relationship between the independent and dependent variables. The findings were presented using frequency tables and pie-charts. The study established that a wide range of tyre products was an important factor for achieving brand loyalty. This gives Sameer Africa an opportunity to enhance and sustain its distinctiveness among the competitors. The reliability and durability of Sameer Africa products allows unique synergies for the brand to be developed and represented. The uniqueness of Sameer Africa brands are the overall impression of the company. The findings revealed that price was a dynamic factor influencing the purchase of tyre products from Sameer Africa. This presented a competitive advantage to the company in terms of attracting new customers through differentiation pricing strategy. Pricing was more critical where the competitors were selling the same products and services. Loyal customers played an important role in buying more and by paying premium prices for Sameer Africa brands. The findings established that the brand loyalty depended on the unique promotional mix of the company. The combined promotional mix offered better and smart ways of creating brand identity. The combinations of various communication channels led to the awareness for the Sameer Africa brands. The sales personnel also played a role in strengthening the brand of the company. The interior décor of the company store has also created a strong brand preference together with the wide distribution network that has aided customers’ brand recognition. The study concluded that providing a wide range of tyre products was an important factor for the company to build brand loyalty. Price played a dynamic role in the purchase of tyre products from the company. The study confirmed that combined promotional mix offered better and smart ways of creating brand identity. The study recommended that; on the influence of brand loyalty Sameer Africa should produce a wide variety range of tyres to suite clients’ needs at all times. On the influence of price Sameer Africa should maintain stable prices for their products, the pricing strategy should also be reviewed on timely basis. On the influence of promotion Sameer Africa should initiate an extensive promotional mix and adopt new advertising techniques to reach out to their clients