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 consumers mostly choose familiar products. This research purposed to explore effects of brand identity on customer buying decisions by finding effects of brand image on customer buying decisions, assessing the relationship between brand packaging design and customer buying decisions and determining effect of brand quality on customer buying decisions. 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 purposive sampling method. The research unveiled that the three elements of brand identity: brand image, brand packaging design, and brand quality, had positive and significant correlations with customer buying decisions as follows: r = .548, P < .05, r = .642, P < .05 and r = .437, P < .05. Regression data also illustrated that customer buying decisions were strongly connected to brand identity measures with R=.644 and R2 =.441. The study concluded that product brand identity is vital to attracting and retaining customers.