Factors influencing perceptions of brand equity of liquid food packages among consumers in Nairobi’s Buruburu Estate: (a case study of Tetra Pak Limited)

Abstract

With the current Global Economic crisis coupled with increased vicious competition in the marketplace, many companies and institutions are struggling to survive. It is now very crystal clear that the companies that will survive the economic recession will be those companies’ whose products or brands and services have a competitive advantage against their competitors. This competitive edge may be the secret to survival and can be partly achieved by building positive consumer perception of brand equity among the companies’ products and services. This study was descriptive in nature where the researcher carried out a survey on factors influencing perceptions of brand equity of liquid food packages among consumers in Nairobi’s Buruburu Estate. The target population entailed current and potential consumers of Tetra Pak packaged liquid food products in Buruburu Estate. Stratified random sampling technique was used to draw respondents from the population. The researcher used phases as the strata where a sample of 172 respondents was drawn on a pro rata from each stratum. The researcher used primary sources to collect the data. This consisted of a semi structured questionnaire comprising of both open-ended and close-ended questions. Data collected from respondents was both quantitative and qualitative in nature. Quantitative data was analyzed using the Statistical Package for Social Scientists (SPSS) tools where it was analyzed using descriptive statistics such as frequencies, mean scores and the standard deviations. Qualitative data was analyzed using content analysis. This analysis enabled the researcher to analyze the data that was not quantitative in nature. From the findings the researcher learnt that, the types of packages of liquid food products the Buruburu respondents were aware of included plastic pouch, carton packs and plastic bottles. The types of packages of liquid food products the respondents were aware of included plastic pouch, carton packs and plastic bottles. Therefore for ample success in brand equity management for Tetra Pak as well other players in the liquid food packaging industry, brand awareness, perceived quality, brand association and brand loyalty should be the main facets used by any company.