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 .