Effectiveness of Push and Pull Marketing Strategies in the Sales and Marketing of Over the Counter Healthcare Products by Large Pharmaceutical Distributors in Nairobi

Abstract

The aim of this study was to determine the effectiveness of the push and pull marketing strategies in the sales and marketing of over the counter healthcare products by large pharmaceutical distributors in Nairobi. The research adopted descriptive cross sectional survey research design whereby data concerning the relevant push and pull marketing strategies was obtained. The population of the study consisted of 23 large pharmaceutical distributors in Kenya according to the Pharmacy and Poisons Board. Therefore, the main information gathering instruments was the use of a questionnaire. After data collection the information collected was edited for completeness and then assigned code numbers which was used to generate a coding list. Later the data was fed through the SPSS version 21. Data was presented using the descriptive statistics such as the mean and standard deviation. Further correlation analysis was used to establish relationships between the independent and dependent variables. The study established that negotiation with wholesalers and retailers to stock their products was the main push strategies that were applied in the large pharmaceutical distributors in Nairobi. The study further found that to a great extent that the firms use push strategies to increase the market share. The study also found that to a great extent that the push strategies were effective in that they facilitated negotiations with wholesalers and retailers to stock the products. The study established that to a great extent the firm used various pull strategies such as advertisement and mass media promotion. The study also established that to a great extent that the firm used the pull strategies to increase company sales. The study further found that to a great extent that the pull strategies were effective in various ways such as customer relations management and demand creation. The study concluded that the push strategies were effective in that they facilitated negotiations with wholesalers and retailers to stock the products. The study also concluded that the challenges of push strategies were that the demand might not exist among wholesalers, retailers or consumers. The study recommended that large pharmaceutical firms should conduct appropriate marketing research which will enable them to have an idea of how the market situation is and be able to come up with innovations that will help them to provide appropriate services to the customers and at the same time have the best production and processing methods