Consumer Sales Promotions and Brand Equity of Selected Toothpaste Brands in Nairobi, Kenya

Abstract

Marketers have historically rallied consumer sales promotions as primary strategy for creating awareness about products in the market thus driving sales by extending value to consumers. Litany of research exists of validity of execution of varied promotion techniques. However, the area of consumer sales promotions and its effect on brand equity for toothpaste brands is less researched. This study sought to examine the effect of consumer sales promotion techniques on the brand equity of selected toothpaste brands at selected retail outlets in Nairobi County. Consumer sales promotion techniques examined include; product samples strategy, coupons strategy, price-off offers strategy and the buy-one get-one-free strategy were deeply examine and the effect they wield on brand equity critically analyzed. The study utilized descriptive survey methodology in the field survey process. The target population for the study encompassed a group of marketing practitioners notably; brand managers, sales managers, retail marketing managers and merchandisers from four leading toothpaste brands in Kenya. Further the study utilized purposive sampling technique in effort to identify the most suited respondents for the study. A structured questionnaire was utilized as the data collection tool. The questionnaire was divided into two parts containing the demographic data relating the respondent’s background and the second part covering consumer’s sales promotion techniques on brand equity. Questionnaire items were structured with a 5-point satisfaction scale. Descriptive and inferential statistics were used in the analysis of the data. For inferential statistics, linear regression analysis method was used to assess for associations between consumer sales promotions techniques notably; product samples strategy, coupons strategy, price-off offers strategy and the buy-one get-one-free strategy versus brand equity of toothpaste brands. The study established that consumer sales promotions techniques, notably; product samples strategy, coupons strategy, price-off offers strategy and the buy-one get-one-free strategy registered positive influence of brand equity of toothpaste brands. Product sample strategy was found to account for 24% (β1= 0.5) of variability in brand equity. Coupon strategy for consumer sales promotions was found to account for 45% (β2= 0.738) of variability in brand equity of toothpaste brands. Also, price-off offers strategy was found to account for 70% (β3= 0.826) of variability for brand equity of toothpaste brands. Finally, the buy-one get-one-free strategy was found to contribute 44% (β4= 0.613) of variability in brand equity of toothpaste brands. The study concluded that consumer sales promotion techniques wield varied influence on different dimensions of brand equity of toothpaste brands. Product samples strategy and buy-one get-one-free technique are sufficiently effective in driving market entry promotions as they create brand awareness through visibility. Coupon strategy effectively attracts consumer attention which encourages consumer brand experience thus building brand affiliation. Price-off offers also attract consumer attention contributing to increased shorter sales. Free product samples create an opportunity for consumer brand interaction thus impacting on perception on quality. The study recommends, modeling of consumer sales promotions with the optimal prospect of appealing to consumer brand loyalty. For new toothpaste brands product promotions, the study recommends the utilization of free samples strategy and buy-one get-one-free. In effort to increase market share of existing toothpaste brands, the study recommends the adoption of coupons and price-off offers strategies for product promotions