Brand Equity And Loyalty Among Account Holders In Unaitas Sacco, Nairobi City County, Kenya

ABSTRACT

Unaitas Sacco is faced by brand competition from the dominant market players such as commercial banks and micro-finance institutions with facilities throughout the country hence affecting loyalty among account holders in Unaitas Sacco. This is due to the fact that there are so many products and as such, consumers are highly influenced by perceptions on brand equity and other product attributes. This study therefore is aimed at establishing the effect of brand equity on brand loyalty among account holders in Unaitas Sacco, Nairobi City County Kenya; to establish the effect of brand association on brand loyalty among account holders in Unaitas Sacco, Nairobi City County Kenya, to determine the effect of brand quality on brand loyalty among account holders in Unaitas Sacco, Nairobi City County, Kenya, to assesses the effect of brand awareness on brand loyalty among account holders in Unaitas Sacco, Nairobi City County, Kenya, and to establish the effect of brand identity on brand loyalty in Unaitas Sacco, Nairobi City County, Kenya . The study was guided by the following theories; brand equity theory, consumer utility theory and theory of reasoned action. The study employed a descriptive research design. The study targeted all the 106,357 registered account holders of Unaitas Sacco, Nairobi City County, Kenya. The study used stratified sampling method to come up with a sample of 384 respondents. The collection of primary data was achieved by the use of questionnaire. This study incorporated a test-retest procedure during testing of reliability. Content validity was used by the study. The data collected was analyzed using descriptive statistics (measures of central tendency and measures of variations) to achieve the objectives of the study. The quantitative data generated was analyzed with the help of Statistical Package for Social Sciences (SPSS) version 20 and multiple regression. Inferential statistics was applied by the use of regression model of which findings were presented using tables, frequencies and percentages. The study concluded that brand association positively affects brand loyalty among account holders in Unaitas Sacco. The study further concluded that brand associations in Unaitas Sacco provide the decision maker with reason to buy or consume the brand and that brand associations are vital in creating value for Unaitas Sacco Nairobi City County, Kenya. On the effect of brand quality, the study concluded that brand quality is positively related to brand loyalty among account holders in Unaitas Sacco. Similarly, the study concluded that brand awareness positively influences the brand loyalty among account holders in Unaitas Sacco, Kenya. The study finally concluded that Unaitas Sacco logo is well designed and articulated, the tone of Unaitas Sacco products is widely spread in the country. The study recommends that Unaitas Sacco should increase the accessibility to services through opening further affiliated branches. The study recommends that marketers at Unaitas Sacco should engage in strong advertising and marketing campaigns so as to create more awareness and hence build brand loyalty. The study focused on brand equity and brand loyalty among account holders in Unaitas Sacco. There is a need for further studies to carry out similar tests for other Saccos and organizations in Kenya.