Perceived Effect of Marketing Strategies on Sales Performance Among Online Taxi Companies in Kenya

Abstract

The research objective aimed to investigate perceived effect that marketing strategy has on sales performance amongst online taxi companies in Kenya. Descriptive research design was adopted during this study. Structured questionnaires were used to source the research information. The questionnaires were distributed to 35 managers in various departments from 7 online taxi companies operating in Kenya. Gathered data was analyzed using SPSS. As per the study results, a significant relationship between strategic marketing and sales performance was established. The F statistic test value of 1.836 was greater than the significance value of 0.185 therefore this indicated that a significant relationship existed between the dependent variable and the predictor variables. Based on the study findings, the study concludes that marketing strategies based on giving discounts and promo codes, flexibility with regards to routes, motivating the sales force, training the sales force, emphasizing on product knowledge, online promotion on popular social media platforms, sales performance improvement due to public relations, sales performance enhancement by tuning referral, offering discounts, having multiple modes of payment and reduction of wait time has resulted in increased sales performance. The following were the recommendations based on the findings and conclusion of the study: The study recommends that for the sales performance to remain on an upwards trend the online taxis should maintain all their marketing strategies since they have proven to bear positive results. Additionally, the taxis should look for a way to reduce the ever-looming price wars among themselves and still remain competitive amongst themselves.