Thesis:

Influence of brand loyalty on revenue generation among mainstream bakers in Thika, town, Kiambu Kenya

This research explored the influence of brand loyalty on revenue generation among mainstream bakers in Thika Town, Kiambu County, Kenya. The primary objective is to determine how brand loyalty affects revenue generation within this sector. Additionally, the study aimed to: (1) evaluate the relationship between brand loyalty and revenue generation among bakers, (2) identify how different dimensions of brand loyalty contribute to revenue generation, (3) analyze the role of consumer perceptions of brand v loyalty in shaping financial outcomes, and (4) assess the impact of various brand loyalty strategies on overall revenue performance. A mixed-methods approach were utilized, combining quantitative and qualitative research methods. The study drew on a sample of employees from four key categories within the baking industry: production staff, sales and marketing personnel, management staff, and support staff. Stratified random sampling was employed to ensure that each category is proportionally represented, allowing for a comprehensive analysis of brand loyalty's influence on revenue generation. Data collection involved the use of structured questionnaires and semistructured interviews. Questionnaires were designed to gather quantitative data on brand loyalty and its impact on revenue, while interviews provided qualitative insights into the strategies and perceptions related to brand loyalty. Piloting of the research instruments were conducted to ensure their reliability and validity, with necessary adjustments made based on feedback. Data analysis included both thematic and statistical techniques. Thematic analysis was used to interpret qualitative data from interviews, while quantitative data was analyzed using descriptive and inferential statistics to identify patterns and correlations. The findings reveal that effective pricing strategies are crucial in shaping consumer behavior and brand loyalty. Bakers who implement competitive pricing alongside high-quality products attract and retain customers, directly influencing revenue growth. Additionally, nutritional value is increasingly prioritized by consumers, indicating that bakers who emphasize healthier ingredients are likely to foster stronger brand loyalty. The study also shows that bakers' experience significantly enhances their understanding of consumer preferences and product quality, further contributing to customer satisfaction and loyalty. The study concludes that Bakers who focus on competitive pricing and high-quality, nutritious products are more likely to attract healthconscious consumers, thereby increasing sales. Furthermore, the experience of bakers significantly affects their ability to build brand loyalty and generate revenue, as experienced bakers tend to better understand market dynamics and customer needs. Customer satisfaction plays a mediating role in this relationship, with satisfied customers being more likely to remain loyal and make repeat purchases, ultimately impacting financial performance. The study recommends that bakers prioritize the use of highquality and nutritious ingredients in their products and actively communicate the health benefits through marketing strategies to attract health-conscious consumers. Additionally, bakers should adopt competitive pricing strategies that reflect product quality while remaining affordable, including regular promotions and loyalty programs to enhance customer retention. Lastly, bakers should focus on enhancing customer satisfaction by providing excellent service and consistent product quality, utilizing feedback mechanisms to understand customer preferences and improve their offerings.