Effect of Product Brand Identity on Customer Buying decisions: A Case of Del Monte Company`s Products in Kenya

Abstract

Brand identity helps a company`s product stand out in a crowded market. It creates a unique identity that customers can easily recognise and differentiate from competitors. A strong brand identity enables customers to connect with a product on a personal level and can influence customers` purchase decisions because customers are more likely to choose a product with a brand they are familiar with. The main purpose of this study was to explore the effects of brand identity on customer buying decisions. Specific objectives of the study were to find out the effects of brand image on customer buying decisions, to assess the relationship between brand packaging design and customer buying decisions and to determine the effect of brand quality on customer buying decisions. The target population of this research were people from the general public in Kenya who are customers of Del Monte Company products in Kenya. Questionnaires were distributed to 100 customers of Del Monte Company for the collection of data using the purposive sampling method. The study revealed that the three dimensions of brand identity, that is, brand image, brand packaging design, and brand quality, have positive and significant correlations with customer buying decisions as follows: r = .548, P < .05, (r = .642, P < .05) and (r = .437, P < .05) respectively. Regression outputs also showed that customer buying decisions correlates highly with brand identity measures with R=.644 and R2 =.441. The study concludes that product brand identity is vital to attracting and retaining customers.