Perceived extent and effects of use of visual marketing in creating brand awareness in music : A case of college of humanities and social sciences students, University of Nairobi

Abstract

Music is a cultural universal that has long been used as a tool for communication, entertainment, as well as education. As a medium that has been packaged and sold as a product, sale of music thus requires marketing and branding strategies that can ensure sustainable profitability from it’s sale. This is no different in Kenya. And who better to share on the perceived extent and effectiveness of these strategies than a select sample of consumers whom these strategies are geared? The goals of this study were to determine the perceived extent of visual marketing in creating brand awareness in music; and to determine the perceived effects of visual marketing in creating brand awareness in music. The study used a select sample of 50 male and female students between the ages 18 and 24 from the culturally diverse College of Humanities and Social Sciences at the University of Nairobi. The sample was selected through the use of purposive sampling. Questionnaires were administered that were later analysed and interpreted through the use of descriptive statistics. Results showed that visual marketing strategies are widely perceived as the most effective means through which the consumers gain access to new music. Awareness through having heard the songs and seen a music video is a strong influence of purchase decision. Liking the music videos was a strong influencer of purchase/download decision. Results further pointed at the need to explore interactive marketing (such as use of interactive profiles) as an efficient way of marketing music to the youth.