An Evaluation of Branding Strategies and Consumer Satisfaction: A Study of Jumia

Abstract

This research evaluates Jumia’s branding strategies and consumer satisfaction. Branding involves all methods a business adopts to create awareness, connect to its audience, position itself in its market and further differentiate itself from its competitors. Jumia is the largest online retail firm in Africa; it adopts several strategies for its branding. However, studies on Jumia’s branding mainly focused on the company perspective. Research has not thoroughly explored how Jumia’s consumers perceived its branding strategies. Therefore, this research investigates how Jumia’s branding strategy, especially its advertisement, has influenced its positive image, increased patronage, and the challenges consumers experienced with Jumia’s branding strategies. The research adopts the qualitative methodology, which collects data through semi-structured interviews. Semi-structured interviews were adopted to gain in-depth and detailed data from interviewees. Interviews were conducted with thirty customers of Jumia. Interviews were further analysed using the thematic approach. The major findings of the research include the use of adverts by Jumia gives it a high rating because its ads reflect it provides good value and timely delivery of products. However, ads did not influence patronage as customers were more concerned with price, exact products, and timely delivery. Furthermore, the research discovers that the challenges facing Jumia’s use of ads as a strategy are linked to its overemphasis on ads, the platform it used for ads, out-of-style ads, and ads that did not reflect the challenges of its app payment system. Thus, the research recommends Jumia's focus on other means of branding, including social media campaigns, content marketing and emotional marketing; these have greater customer connection and resonation.