Corporate brand image and business customer purchase decision making of detergents in Ecolab East Africa Limited

Abstract

Research on brand equity and brand image management suggests that marketers should develop brand image strategies before focusing on tactical marketing mix issues. In general, when the name of a brand is mentioned, the first idea that comes to the consumer’s mind is the corporate image associated with it. Despite all this literature none of the studies have been able to address the link between brand image and the business customer purchase decision making process of detergents brands. This study sought to assess the corporate brand image as perceived by Ecolab’s customers and determine the influence of brand image on the business customer decision making process by Ecolab. This study adopted a survey design. The target population for this study was all customers in both the food and beverage division and the institution divisions of Ecolab East Africa Ltd in Nairobi. The study targeted 65 companies who are Ecolab’s consistent customers. Primary data was collected through the use of both structured and unstructured questions were used in the questionnaire. The questionnaires were administered through a drop and pick method. The collected data was first coded and entered. Descriptive statistics such as measures of central tendency, measures of variability and measures of frequency were employed to analyze the data. The Statistics Package for Social Scientists (SPSS) program aided in analyzing the data which was presented in form of frequency tables, pie charts, bar graphs for easier interpretation. The study found out that most customers researched on at least three different varieties of brands before they purchase. Ecolab’s brand image was clearly recognized. Quality, price and suppliers reputation were what most customers value the most when making the purchase decision The study concludes that customer experienced functional, physical and financial barriers in making decisions on the detergents brand to buy. The study recommends that, for Ecolab to remain competitive in marketing of its products, the company should ensure that their products meet the best quality, affordable price and ensure continued innovations.