The Effects Of Advertisement Strategies On Consumer Brand Preference Among FMCG. (Case Study Of Oil Libya Nairobi)

Abstract

The general objective of study was to determine the effect of advertisement strategies on consumer brand preference a case study of selected oilibya stations in Nairobi. Nairobi was chosen because it has a concentration of stations which are small, medium and large hence its well represented. The study was guided by the key variables such as personal selling, social media, press advertising and celebrity endorsement. Existing literature was collected from books, journals, publications, and some from class notes. A target of 133 respondents consisting of dealers, accountants, sales executives, marketing executives and team leader supervisors formed the target population. Stratified random sampling technique was adopted for this study. This is because stratified random sampling technique is the most detailed information source on the population at the level of small localities and neighborhoods in the population. The study employed the use of questionnaires to collect primary data, Gall & Borg (2007), points out that, questionnaires are appropriate for studies since they collect information that is not directly observable as they inquire about feelings, motivations, attitudes, accomplishments as well as experiences of individuals. The research finding was presented in narrative form as well as tabular form. Graphs, pie charts and bar charts were used to show the response from the respondents. The finding was that all consumers are contacted to have come across advertisement regarding fmcg products. Press advertisement (television, newspaper) are main media through which consumers come across advertisement. Due to rapid growth of technology, social media advertisement is well embraced since most consumers are in Facebook and Instagram. This enables the high quality of audio-video, clarity of the message and less cost involved. It was concluded that customer awareness regarding advertising is very high and should be kept in mind by managements for communication purpose. It was recommended that the four variables should be embraced by managements in Kenya and enhanced in order to improve the advertisement strategies on fmcg since it affects the consumer brand preference.