An Investigation Into the Effect of Reconditioned and Used Motor Vehicles on the Marketing Mix Franchise and Subsidiary Motor Vehicle Companies in Kenya
Abstract
Liberalization brings with it turbulent changes in the competitive environment of business
organisations The motor vehicle industry in Kenya is no exception . This study sets out to
investigate how. franchise and subsidiary motor vehicle companies m Kenya have adjusted their
marketing mix elements in order to cope with increased competition that has arisen from the dealers
of reconditioned and used imported motor vehicles .
Data was gathered, using interview questionnaires, from a population consisting of 19 franchise and
subsidiary motor vehicle companies. This data was thereafter analysed using mean scores and
percentages
The analysts revealed that out of a set of 39 elements of the programs in the marketing mix that was
used by franchise and subsidiary motor vehicle companies, only 6 of them were not adjusted All the
adjustments that were made m the elements involved moderate increases Promotion, people and
probe programs had all of the the elements moderately increased
The adjustments made, were mostly found to be consistent with the literature available and the
competitive conditions prevailing m Kenya .
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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