dc.contributor.author | Nkanata, Stella K | |
dc.date.accessioned | 2013-05-16T07:31:24Z | |
dc.date.available | 2013-05-16T07:31:24Z | |
dc.date.issued | 2009 | |
dc.identifier.citation | Masters of business administration | en |
dc.identifier.uri | http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/23503 | |
dc.description.abstract | The research objectives of the study were to identify the micro - marketing mix elements used by
various Equity Bank branches; determine the criteria used to select the pertinent micro -
marketing mix variables; and to identify the principal challenges faced by the Bank's branches in
applying the micro - marketing mix elements.
The research was a case study of 30 Equity Bank branches within greater Nairobi. The researcher
distributed the questionnaires to the respondents at their work stations through hand delivery
and/or via email followed by a phone call. A majority of the respondents (80%) responded to the
questionnaires. Descriptive statistics in terms of mean scores and percentages were computed and
pie charts used to more succinctly present the study results.
Overall, the micro - marketing element of place (distribution) is widely used by the Bank
branches. The other micro - marketing mix elements used to a large extent are promotion,
product, process management, price, physical evidence, staff related factors (people) and probe or
marketing research in that order. On the issue of the criteria used to select the micro - marketing
variables to be applied, the study results suggested that no dominant criteria are applied
universally by the branches.
Finally, despite the successful implementation of the micro marketing strategies by the Equity
Bank, there are a number of challenges that the staff at the branch level have faced. The key
challenges that were mentioned included competition, language barriers, striking a balance
between marketing activities and maintaining the bank's image, and communication between the
head office and the branches.
In summary the study revealed that the Bank branches apply various micro-marketing elements.
They use different criteria to select marketing mix elements that each branch uses. The main
criterion that they used is the characteristics of target market followed by the economic activities
around the Bank's branches and their geographical location.
The current study focused only on a number of Equity Bank branches in greater Nairobi. Future
research should therefore cover different geographical locations of the Bank as well as other
commercial banks operating in the Country. | en |
dc.description.sponsorship | University of Nairobi | en |
dc.language.iso | en | en |
dc.title | Factors that influence application of micro marketing mix variables at the branch level of commercial banks in Kenya | en |
dc.title.alternative | The case of equity bank, Nairobi region | en |
dc.type | Thesis | en |
local.publisher | School of business,University of Nairobi | en |