Factors Leading to High Brand Recognition of Television Advertisements of Crown Paints Products

Abstract

This study was conducted to determine factors leading to high brand recognition of television advertisements of crown paints products. To achieve this, primary data was collected using structured questionnaires; the questionnaires were administered to (10) respondents per stratum comprising of Kenyan male and female adults who were accessed in crown paints outlet within the strata through distributers, drop and pick method. Strata comprised of constituencies within Nairobi County which were (8) as per the 2009 constituency geographical divisions. Data was analyzed using descriptive statistics; this was presented in form of tables, cross tabulations, frequencies and percentages. Pearson correlation coefficients and matrices were conducted to test the correlation among variables and demographics with reference to significance. The study found that respondents quality, pricing, mode of advertisement and customer care were the main parameters that lead to high brand recognition of television advertisements of crown paints products. The highest relation is on product attributes in which Crown Paints has excelled in offering high product quality to customers. Customer service attributes also have a high satisfaction rating of above 80%. Attributes that have contributed to customer delight in this regard are telephone calls being handled with courtesy; staff adequately identifying them when telephone calls are made to Crown paints and general good public relations by staff. Such are characteristic of customer service that ought to be retained to maintain overall high Brand Recognition of Television Advertisements of Crown Paints Products. The lowest scoring attributes in relation Brand Recognition of Television Advertisements its customer technical support service, after sales service and delivery of products as per timelines promised. There ought to be measures put in place by Crown Paints to ensure that service to customer does not end with delivery of products. Systems of customer follow up and providing technical assistance when in need ought to be put in place to ensure continuity of brandawereness. Turnaround times of delivery of goods to customers also ought to be re-looked with aim of providing more efficient services. The researcher recommended that similar studies should be carried out in other counties and consumers need to be provided with more information about crown paints products.