Sample Promotions and Brand Loyalty of International Fast-food Brands in Nairobi, Kenya

Abstract

This research study sought to determine the influence of sample product promotion on brand loyalty of International Fast-Food brands in Nairobi, Kenya. The study adopted a descriptive survey methodology. The target population for the study encompassed 24 customer relations managers from the 24-registered fast-food brands in Kenya. The study utilized a purposive sampling technique in an effort to identify the most suited respondents for the study. A structured questionnaire was utilized as the data collection tool. The questionnaire was divided into two parts containing the demographic data relating to the respondent's background as part one and the second part covering consumer's sales promotion techniques on brand loyalty. Questionnaire items were structured with a 5-point Likert scale. Descriptive and Inferential statistics were used in the analysis of the data. The linear regression analysis method was used to assess the associations between sample promotion and brand loyalty. The study established that sample promotion positively influenced international fast-food brands' brand loyalty. Product sample strategy was found to account for 75% (β= .053). The study concluded that product samples allow customers to learn the product attributes, which motivate initial, repeat, and increased purchase decisions. The study recommends that the free sample's strategic approaches comprising brand awareness, attributes, quality, and confidence need to be re-engineered to ensure optimal effectiveness.