FACTORS INFLUENCING BRAND LOYALTY IN SPORTSWEAR AMONG KENYAN UNIVERSITY STUDENTS: THE CASE OF SWIMMERS

The increase and retention of loyal customers has become a factor for long-term success of enterprises. However, the major emphasis is shifting from increasing the number of customers to retention of the same. Sports cannot be as a strategic and an important market segment in the Kenya’s clothing industry. With brands being an important source of competitive advantage, knowledge of factors influencing brand loyalty in sports wear is needed in order for a business to strategize on how to remain competitive in the market. However, very little research has focused on the brand loyalty of the sports clothing. This study focuses on the factors influencing the brand loyalty of swimwear among Kenyan University students. The paper also sought to identify the most used brands among the sports students. The sample comprised of students who participated in Kenyan University Sports (Swimming) competitions held in 2009 at the University of Nairobi. The study design used was ex-post-facto and the data collected using a questionnaire. Factor analysis was conducted to reduce the variables into fewer components. Pearson correlation was used to test the hypothesis that the Price and Variety; Uniqueness of Brand; Attractiveness; Ads and Product Quality; Size and Brand Reputation have no relationship with brand loyalty of swimwear among Kenyan university swimmers. The results indicate Price and Variety; Attractiveness; and Size and Brand Reputation as factors with a significant relationship with brand loyalty, while Speedo was the most preferred brand. There is need for dealers in swimwear to focus on prices, provide a variety of designs, be keen on attractiveness and size as well as invest more in ways to increase brand reputation.