Understanding customer behaviorConsumer behavior is the study of the process through which individuals or groups select, purchase, use or dispose products and experiences for the satisfaction of their needs.Safaricom CompanySafaricom is a telecommunication company based in Kenya and operates in the industry of mobile phone services. The Chief Executive Officer is called Michael Joseph. The company has achieved success and in the budget for the last year it was the best performing company in the country. It has been rated as the best company in terms of sales and growth of customer base. Safaricom has captured the customer loyalty of the consumers and despite the increasing competition in the Kenyan market the company continues to expand. The market for mobile phone services has been very volatile since the industry was established a decade ago. It has taken time for the customers to accept it and intensive market promotion has been done to persuade customers. Safaricom was the first to establish itself in the Kenyan market and it encountered many challenges in the market. The Kenyan government has removed most of the barriers for entry into the market. This has attracted several companies in the market and competition has increased.Customer behaviorMany people readily accepted the services of the company about five years ago. The market expanded at a high rate and now almost every person subscribes to the company. Customers have developed a strong attachment to the products of the company. A strong customer loyalty has been experienced and people do not want to shift their demand to other service providers. Other companies have been established in the market, for example, Zain, Orange and Yu. Despite the price wars from these competitors people remain attached to Safaricom Company. Safaricom has maintained high tariff rates for its subscribers but the consumers still purchase services in large numbers. The other companies have differentiated their products to shift the consumer demand from Safaricom but this has not been successful. The company continues to dominate the market. As people continue acknowledging the changes in the communication sector in the country, more consumers are entering the market. The industry has been very profitable due to the large number of potential customers. The ministry of finance has identified Safaricom as the best company in the country and during the 2009 budget it was the best performing. The company does innovative market research to identify the specific needs of its customers. Innovation in the marketing strategy has captured the large number of customers. The M-Pesa service is one of the products which have made the company successful. The innovation has enabled the customers transfer money through their mobile phones. Banks have established partnership with the company to sell the services through the Automated Teller Machines in the banks. The banking sector has become one of the consumers of the products of the company. Banks have used the M-Pesa money transfer to achieve a competitive advantage in the provision of banking services. Other industries have accepted the services as a valid means of money transfer. Safaricom continues to attract many consumers from all the sectors of the economy by the use of innovation and provision of a wide range of products.Equity bankThe bank started as microfinance in the late 1990s and developed to a bank. It has specialized in the provision of banking services to small scale farmers and business people. The success of the company has been evident through the expanding customer base as well as profits of the company. Equity bank has been rated as a bank expanding at a very fast rate in the region. It has opened branches in almost all the towns in the country and has started opening branches in the East African region. Most of the government institutions have incorporated the use of the products of Equity within their lines of operation. Several banks operate in the country and competition has been very high. Equity has succeeded due to its focus on small income people.Customer behaviorCustomers in the market have feared exploitation by the big banks due to the high charges levied for the services provided. There has been a high demand for the banking services by the small income people. The agribusiness sector is dominated by small scale agricultural farmers who require banking of the incomes from agricultural activities. The bank started its focus on the tea growers in the central region of the country. It has expanded its focus to other industries in the country. The bank has expanded its customer base and it one of the leading banks in the economy in terms of customers. Partnership with government organizations as well as non governmental firms has been achieved by the bank. The consumers have developed loyalty to the products of the company. The marketing strategies of the company have been very competitive and this has created a good image about the products of the company. The middle class income people have readily accepted the services of the products. The bank has established favorably products for all income groups. Several partnerships with other organizations have been created to increase the market for the company. Some of the partnerships include the M-Pesa service provision through the ATM machines of the bank. M-Pesa money transfer is a service from Safaricom. Other partnerships include the payment of bills to Kenya Power and Lighting Company, payment of fees to various schools and many others. Western Union money transfer is another service offered by the company. Business people have adopted the services from the company due to the good terms. Loans are offered at a lower interest rate compared to other banks. Businesses prefer banking with Equity due to the few charges on the accounts. Women groups have also opened bank accounts with Equity to promote their savings culture. Government departments have also established links with the bank. Consumer loyalty for the products from the bank is increasing at a very high rate. Despite the emergence of other similar organizations in the market, Equity maintains high sales per year. The bank continues to open more branches countrywide despite the economic crisis which affected many economies last year. Equity has extended its services in the region and more programmes are being established.Del-MonteDel-Monte is an agribusiness firm operating in Kenya. It grows processes and markets fruits in the country and abroad. The company has invested in the agricultural sector successfully and has existed in the market for several decades. Fruit juice from mangoes, pineapples and other fruits are processed within the company. Some of the products are consumed locally while the others are exported abroad. The company was established during the colonial period and has been owned by foreign investors since independence. Several companies, both small scale and large scale, compete in the market. The company has achieved a monopoly due to its large capital investment in the agricultural sector. However, in the recent past several companies have emerged and competition has increased. Companies manufacturing natural and artificial juices have emerged and have created competition in the industry. To counter the competition, Del-Monte has established aggressive promotions and advertisements.Customer behaviorThe customers in the market have a high demand for the products in the market. There has been high demand for natural juices. The consumers in the market have developed demand for the products from Del-Monte due to the natural taste of the products. Consumers prefer the products from the company more than from other exotic brands. An intensive promotional campaign about the various brands has been done to increase demand. However, the demographics show that specific classes of customers rarely use the products from the company due to the high prices. The low income people do not consume the products from the company. The middle class and upper class people consume the products of the company and they have a high preference of the products. The consumption patterns indicate that there is high demand throughout the year. Some people have developed low opinion about the products from Del-Monte due to the aspect of its attachment to the colonialists. They feel that the products have the image of the former colonial power. This has been a major challenge for the company and efforts have been made to get rid of this image. The company has a poor image with the neighboring communities. Some people from the surrounding are attacked by security dogs from the company. This has provided a bad image in the country. The domestic market has been challenging despite the heavy investment in promotion and advertisements.East African Breweries Limited (EABL)EABL manufactures beer and markets it within the country, East and Central Africa. The company has been rated the second best company in the country in terms of tax returns. It has held the first position for a long period of time but it has been overtaken by Safaricom Company. Some of the competitors in the market are Keroche industries; Kenya Wines Agency limited (KWAL) among other up-coming companies. EABL has achieved great success in capturing the customer loyalty through provision of quality products. The company has encountered several challenges in the market. Several lobby groups have been against the advertisements and promotion of the products through the media (Willis, 2002)Customer behaviorThe Kenyan beer consumer market has been steady for a long period of time. Some of the customers to the company are hotels, bars, pubs and night clubs. The Kenyan market has been very viable due to the high demand for the beer in the country (Willis, 2002). The customers have been very loyal to the products of the company. Most of the products from competitors have not been accepted in the market due to their harmful effects on the health of people. Corporate social responsibility activities of the company have promoted the image of the company in the market. Customers are very sensitive about the brands of the company and they readily accept new brands in the market from the company. Brand loyalty has been evident among the con summer groups. The buying behavior of the customer has been consistent throughout. There is high demand for the products of the company towards the end of each year. This is as a result of the Christmas holiday. The demand remains constant for the rest part of the year. Consumption patterns are not evenly distributed. The company has found out that some regions consume less of the products while other regions of the country have high consumption rates.
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