Factors Influencing Loyalty Towards Paint Brands by Contractors in Nairobi City County

Abstract

The study examines the factors influencing loyalty towards paint brands by Contractors in nairobi city county. The study had one objective was to assess factors Influencing loyalty towards paint brands by contractors in Nairobi city county. The Study adopted a descriptive cross sectional survey method in determining the Contractor brand loyalty in the paint industry in nairobi. Data was collected by use of Questionnaire and short interviews for the respondents who did not have time to fill in The questionnaire. Descriptive statistics was used to analyze data by way of frequency Distribution, percentages, mean and standard deviation. The data was then presented In form of frequency tables, charts and bar graphs. Factor analysis was used to Describe variability among observed data. The study found out that the preferred paint Brands in the market, the respondents indicated that people prefer crown, basco, Sadolin, solai and glory between highly preferred and least preferred level. The Results from the factors considered when recommending or purchasing paint, the Majority of the respondents reported that perceived quality price and availability are Very important factors when recommending or purchasing paint. Through factor Analysis the results revealed factors were extracted. The results from the factors that Make them loyal to certain paint brands, the majority of the respondents strongly Agreed that perceived quality influence their paint brand loyalty and through factor Analysis, the results indicated that two components of factors were extracted. Values Greater than one were considered and interpreted as factors. The conclusion of the Study was that brand loyalty is affected by product and service related factors. The Product and service related factors include quality of the product, brand image of the Product to a small extent, availability and price fairness of the product. The study Recommends a comprehensive survey on product and service related factors prior to Formulation of strategies to enhance brand loyalty. The study also recommends further Research on effective methods that paint companies can use measure and predict brand Loyalty.