Influence of image advertising on consumption of beer in Nairobi: a case of East African Breweries Limited

Abstract

This research sought to achieve the objective of determining the influence of image advertising by East Africa Breweries Limited (EABL) on beer consumption in Nairobi. To achieve this objective, the study was carried out through a descriptive study. The population of interest in this study consisted of the consumers of beer in Nairobi. Nairobi's estates were used to select bars and pubs, which were used to identify respondents. A total sample of 100 respondents was studied. A total of 20 estates were targeted, 15 from high and middle level income and 5 from the low-income level. Five respondents from each estate were randomly picked on being spotted drinking in bars and pubs in the 20 estates making a total of 100 respondents. Primary data was collected using a semi-structured questionnaire, which was personally administered by the researcher. Questions in the questionnaire were supplemented by personal interviews. The respondents were presented with various aspects of image advertising by EABL on a 1-5 point Likert scale where they were required to indicate the extent to which the aspects influenced their consumption of beer. A '1' represented not at all while a '5' represented to a very large extent. The collected data was then analyzed using descriptive statistics (frequencies,percentages, mean scores and standard deviations). The findings indicate that general image building activities have the greatest influence on beer consumption in Nairobi. Issues and advocacy advertising activities were rated second on influencing consumption. Corporate image advertising activities and brand image advertising were third on extent of influence on consumption. Financial relations advertisements are of little interest to the consumers and they have limited effect on consumption of beer. The researcher concluded that general image advertising has the greatest influence on beer consumption in Nairobi. This means that by use of general image building EABL has generated goodwill that it lends to all its brands. It was recommended that EABL should concentrate more on general image building activities by increasing its socially responsible activities. EABL needs to re-evaluate use of celebrities for its brand image activities. This aspect is currently underutilized and needs to be explored. However, there is need for the use of relevant celebrities as the company is associated with being Kenyan. Recognizing local heroes is also another way of advancing on celebrity appeal. In carrying out the study, the researcher faced a number of challenges including respondents' apathy to participate in the study, their state of mind at the time of the exercise and to grapple with respondent personal bias and subjective perceptions. However, the study set ground for suggestions for further study. It was suggested that qualitative approaches be used to carry out similar studies.