A Study on the Application of Ecological Marketing Practices by Oil Companies in Nairobi
Abstract
The academic thinking on ecological marketing draws mainly from
developed countries. These practices are being lately adopted in
developing countries. This study therefore attempts to find out the
extent to which oil companies in Nairobi have adopted the greening
practices.
Three objectives were pursued. First, the study sought to establish
ecological marketing practices adopted by oil firms in Nairobi.
Secondly, to find out the factors that lead to the application of
ecological marketing by firms in the oil industry in Nairobi and lastly,
to find out the challenges faced by oil firms in Nairobi upon adopting
ecological marketing practices.
Primary data was collected through questionnaires that were
administered by drop and pick latter technique. Structured and
unstructured questions were both used. Likert type profiles, tables
and percentages were used for analysis. The findings were that there
were differences in the extent of application. The ecological practice
was more profound in large oil companies than in medium and small
firms.
However, certain limitations are evident. The study was limited to a
single geographical locality, Nairobi. This therefore does not provide
good measure of ecological practices in Kenya as a whole for
generalization. The research focused on oil industry, but would be of
interest if replicated into other sectors
Citation
Masters of business administrationSponsorhip
University of NairobiPublisher
school of Business, University of Nairobi