INFLUENCE OF CONSUMER'S AWARENESS ON ISLAMIC BANKING IN NAIROBI COUNTY, KENYA
Journal Title: European Journal of Business and Social Sciences - Year 2016, Vol 4, Issue 11
Abstract
The main aim of this study was to determine the influence of consumers’ awareness on Islamic banking in Nairobi County in Kenya. The study used a target population of 65,000 and a sample size of 196 respondents. Using descriptive research design and a questionnaire to collect the primary information, the study found out that that 64.3 percent of the respondent were aware of Islamic banking services. The findings also disclosed that the level of advertisements and promotions done by the banks are still very low in terms of creating awareness and families and friends still play a major part which may not be very effective. The study therefore recommended thatbanks offering Islamic Banking services should design a strategy and advertise more in order to attract potential customers.
Authors and Affiliations
Bare Sarbo| Department of Business Administration, School of Business Jomo Kenyatta University of Agriculture and Technology
Keywords
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