Brand Loyalty and Brand Name Awareness on Consumer Decision Making Process on Airtel Kenya Mobile Money Transfer

Abstract

Mobile money transfer, was introduced in Kenya in 2007 is one of the epitomes of inventions in the telecommunication industry. The number of subscribers in the mobile money transfer has increased over time due to rising brand popularization by the different players. This study was carried out with the overall objective of finding the influence of brand equity on consumer decision making process on Airtel Kenya mobile money transfer. The specific objectives were to determine how brand loyalty and brand name awareness can influence consumer decision making process on Airtel Kenya mobile money transfer. The research was anchored on Consistency Theory supported by Unified Theory. This research utilized the descriptive research design. The study population was 36,800 Airtel Money customers in Nairobi. Primary data was collected using a questionnaire from a total sample of 123 Airtel Money customers within Nairobi central business district. Random sampling technique was used to randomly select the 123respondents.Statistical Package for Social Sciences was used to analyse data using descriptive and inferential statistics which included correlation and multiple regression.The study found out that there was strong and positive correlation (R=0.759) between brand name awareness and consumer decision making process. Also the study results showed a strong positive relationship (R=0.714) between brand loyalty and consumer decision making process. The study recommends Airtel Kenya mobile money service provider should strive to create brand loyalty and brand name awareness by sponsoring more public welfare activities, increase their social responsibility rate and constantly increase awareness of their product through commercial advertising as well as social media. The study also recommends mobile service providers to come up with superior quality products as expected by majority of the consumers by make quality a part of your company culture. Keywords:brand loyalty; brand name awareness; consumer decision making process; mobile money transfer.