Aftercare as a Promotion Strategy Directed at Attracting Foreign Direct Investments by Kenya Investment Authority

Abstract

The main objective of the study is to assess aftercare as a promotion strategy on foreign direct investments in Kenya Investment Authority (KenInvest). The research embraced a descriptive research design. Primary data was collected from managers in sales, marketing, finance and corporate affairs by use of a questionnaire. Data was analysed through descriptive statistics. Findings was presented in frequencies, percentages, means and pie-charts. The study found that aftercare promotional strategies increase customer loyalty and also increase usage by the exist-ing investors hence market penetration. The study found that forceful evaluating methods were the aftercare services they received from KenInvest. The study also found that aftercare services aid in customer advantage experience. This occurs through seminars, trade shows and fairs that provide opportunities for customers to meet and form relationships with people from the corpo-rate world, public institutions and other organizations. The study also established that promo-tional strategies influence foreign direct investment to a great extent. This leads to internal and external research followed by a process of decision-making for purchase and using the goods and then the post purchase behaviour which is also very important, because it gives a clue to the marketers whether their product has been a success or not. The study rec-ommends that the management of organization should focus on rationale of aftercare promo-tion, so as to achieve a long term effect on increasing the firm’s market share, improve sales volume, retain investors and reduce switching of investments.