| dc.description.abstract | The objectives of this study were to assess customer and staff awareness and knowledge of
growth marketing strategies pursued by Uchumi Supermarkets Ltd. (Uchumi); assess
attitudes of customers and staff towards those strategies; and measure Uchumi's image as
perceived by customers. To satisfy these objectives, the current author first carried out a
review of the literature so as to establish the current status of the subject area.
The researcher then conducted a descriptive research. The relevant data were collected from
samples drawn from customers and staff of Uchumi using both structured and unstructured
questionnaires. The data were subsequently analyzed using the research objectives as a guide.
The analysis revealed many useful insights into the whole question of growth strategies in
general and in retailing in particular.
First, the study revealed that growth strategies have led to a lot of expansion and opening of
new branches by Uchumi. However the staff and customers awareness and knowledge levels
of these strategies are relatively low. This is shown by fact that very few of them could
mention over five branches ofUchumi. In addition the respondents were not very conversant
with the growth strategies being used by Uchumi.
Second, the attitudes of staff and customers towards Uchumi are highly positive. This means
Uchumi is still regarded as a leading quality store by its various internal and external
customers. These stakeholders, however, felt that the opening of branches in some areas was
uneconomical since they are too close to each other. A few branches were also located in
what the respondents considered to be insecure and inconvenient places.
Third, the parking space of Uchumi was seen to be a major issue. This was expressed by both
the respondent customers and staff. The staff complained of having to carry the luggage of
customers very far while the customers complained that Uchumi does not have enough
parking space for its customers in most branches. Since majority of Uchumi's customers
have vehicles, this factor needs to be addressed by the management.
Fourth, the Uchumi's corporate image as perceived by customers and staff is very positive
and should be enhanced.
The implications of the study's findings are that Uchumi should be more involved in carrying
out a survey to determine customer potential and to ascertain security, convenience and
availability of parking space before opening a new store; should enhance it's image through
pursuing properly crafted marketing strategies; and because of the intensifying competition,
it should increase its lower middle class customer base by employing, designing and
implementing relevant cost reduction strategies.
There is need for a more comprehensive study to be carried out on the same topic but on a
national level and using other stakeholders. | en |
