Antecedents of Brand Loyalty in Leading Supermarket Chains in Kenya

Abstract

The purpose of the study was to determine the determinants of brand loyalty in leading supermarket chains in Kenya. The population of interest comprised of customers of supermarkets in Kenya. A supermarket store sample of 30 stores from Nairobi and Nakuru counties was picked at random from the list of the stores of the four main supermarkets (Nakumatt, Uchumi, Naivas & Tusky’s). A sample of 384 customer respondents was interviewed. The findings shows that brand loyalty in leading supermarkets in Kenya, was influenced positively by brand image, customer perceived value and service quality. The study result also shows that sales promotion does not positively and significantly affects brand loyalty. Sales promotions were viewed as a short term marketing activity to increase flow of customers and influence sales into the supermarket stores in the short run. The measurement of brand Image, service quality and customer perceived value dimensions are vital marketing tools for retail stores that wish to enhance the customers repurchase intention and endorsement. Focusing on brand loyalty becomes paramount to being competitive in the marketplace. The study recommends that supermarkets must strive towards increasing brand loyalty to enhance customer retention.

Keywords: Brand Loyalty, Customer perceived value, Service quality, Brand Image, Supermarkets