Effectiveness of antibacterial advertising claims on Personal care products in influencing consumer purchase Decisions in Nairobi county, Kenya.

Abstract

In the modern times, companies are faced with rapidly changing marketing environment. They are forced by the dynamics within the internal and external environment to adopt themselves to these changes otherwise they risk being phased out. In particular, customers expectations as relates to product knowledge, product performance, customization to product/ services offered, communication and delivery has gone up. One of the approaches many organizations in the beauty products segment have been adopting is to launch products with antibacterial advertisement claim. This is to influence the consumer purchase decision based on the additional product benefit of germ protection while at the same time enhance one’s The researcher recommends that a quantitative research design in this area to be done to establish an empirical correlation between the use of antibacterial advertisement claim and products sales volume. This would give the relationship of some of the measurable parameters with the outputs. Through the mathematical calculations it would be possible to justify the price matrix used by many organizations on these range of products.