Determination of the extent to which value propositions influences brand choice; The case of horse feeds.

Abstract

The study sought to seek information to help feed manufacturers position their offerings in the market so that target customers know the key benefits embodied in the offering. Most of the feed manufacturers have used product related brand characteristics as well as functional benefits only in creating their brand identities. The study had the following objectives: i) to determine the extent to which value propositions influences choice of feed brands ii) to identify which amongst the benefits are more important in influencing the choice. iii) to establish other factors that could also influence the choice of feed brands and also the magnitude of these other factors. The study was conducted between May and September 2002. The study covered horse owners who are members of the Horse Associations of Kenya. This comprised the population of interests. However a sample study was used for purposes of data collection whereby the sample unit used was based on location that is those horse owners residing in Karen - Langata district of Nairobi. Systematic sampling methods were used to select the elements that composed the sample. Primary data was collected using questionnaires. Data collected was analyzed to determine the empirical distribution. Data on Likert Scale was analyzes.using statistical programs mainly SPSS package. The study found out that in taking the broader view of the brand the likelihood of creating real differentiating value is enhanced. Also the study confirmed that product related associations always form an important part of the identity because they are directly linked to a brand choice decisions thus for animal feeds functional benefits were more critical. iv Other factors considered important in influencing the choice of horse meal brand amongst the horse owners were identified as; i) organizational attributes ii) brand personality iii) brand as symbol iv) sponsorship v) feeds free from aflatoxins and vi) freshness of feeds The author recommends that feed manufacturing firms need to thus also consider emotional and self expressive benefits, organizational attributes, brand personality and brand as symbol as well as functional and product related brand characteristics for it's only in taking the broader view of the brand that real positioning of the feed brands will occur.