Abstract: This study sought to understand the influence of brand awareness on growth of market share of airtel Kenya. The research study used descriptive research design while primary data was collected using questionnaires and interviews. Secondary data was collected through analyzing company and industry regulator published reports. Inferential statistics was used to test hypothesis and draw generalized conclusions on the research study. The study targeted a population of 300 customers and subscribers of Airtel Kenya within Nairobi central business district and 50 employees of Airtel Kenya in various customer care shops within the locality. The sample size was limited to 100 subscribers and 34 employees of Airtel Kenya. Data was processed through statistical package for social sciences (SPSS v. 27) while Findings and conclusion were presented in form of tables and figures. The study established a positive and significant relationship between brand awareness (β1=1.316, p-value=0.001<0.05). The study recommends that Telecommunication firms and in particular Airtel Kenya, should consistently apply advertisements, sales promotions and publicity to create brand awareness.
Keywords: Brand awareness, Market Share, Airtel Kenya.
Title: INFLUENCE OF BRAND AWARENESS ON GROWTH OF MARKET SHARE OF AIRTEL KENYA
Author: Paul Mwaura, Robert Mang’ana
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 11, Issue 1, January 2023 - March 2023
Page No: 246-256
Research Publish Journals
Website: www.researchpublish.com
Published Date: 27-March-2023
