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Browsing Masters Theses by Author "Akello, Ojuka Grace Wendy"

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    Brand Positioning Strategies and Market Share of Betting Companies in Kenya: Case of Betika Limited
    (Daystar University, School of Business and Economics, 2024) Akello, Ojuka Grace Wendy
    This study investigated the impact of brand positioning techniques on market share within Kenya's betting sector, focusing specifically on Betika Limited. The statement of the problem highlighted the challenges faced by the industry due to stringent advertising regulations imposed by the Departmental Committee on Sports, Tourism, and Culture in May 2019, which included restrictions on broadcast times and mandated messages on responsible gaming. Despite these regulatory constraints, Kenya's betting market continued to grow rapidly, evidenced by significant increases in withholding tax and excise duty, as well as an estimated Ksh.242 million spent daily on wagers, indicating that gambling shifted from a recreational hobby to a significant economic force. However, prior research had not adequately examined how betting firms managed to thrive in this environment, focusing instead on consumer behavior and legal aspects rather than on the strategies these companies employed to maintain their market dominance. Additionally, there existed a knowledge gap regarding how companies like Betika navigated these stringent regulations, particularly in terms of compliance tactics and innovative marketing strategies, especially considering restrictions on direct advertising that hindered brand exposure and customer engagement. This study aimed to fill these gaps by exploring the strategies employed by Kenyan betting companies to comply with the law while sustaining their growth. The theoretical framework drew upon Consumer Behaviour Theories, Differentiation Theory, Positioning Theory, and Resource-Based View Theory to elucidate the intricate relationship between strategic brand positioning and market share, emphasizing the role of technological advancements and regulatory changes. The target population consisted of 173 individuals from mid to senior managerial roles within Betika Kenya Limited, with a sample size of 100 participants determined using the Yamane formula and stratified simple random sampling. Data was collected via structured surveys distributed through Google Forms and analyzed using SPSS, employing Cronbach's Alpha for reliability, correlation, and descriptive statistics. The results revealed a significant positive correlation between brand positioning strategies and market share, with strong perceived impacts on customer satisfaction and retention. Conclusions drawn from this research underscored the necessity for Betika to continually adapt its brand positioning strategies in response to market dynamics and consumer preferences. Suggested actions included investing in innovative marketing techniques and enhancing employee training programs to ensure regulatory compliance while effectively engaging with customers. Overall, the study contributed to the existing literature by providing empirical evidence of the relationship between brand positioning and market share in Kenya's betting landscape, offering actionable insights for industry stakeholders.