| dc.description.abstract | The purpose of this study is to determine the effect of promotional strategies on
competitive advantage of baby diapers distributors in Nairobi. A descriptive research
design was used to establish the effect of promotional strategies on competitive
advantage of baby diapers distributors in Nairobi. The target population was 21 diapers
distributors in Nairobi. Given the relatively small number, a census sampling was
conducted. Primary data was collected by means of semi structured questionnaire.
Descriptive statistics such as mean scores, standard deviation and frequency was used to
analyze the data. The findings revealed that majority of the respondents were of the
opinion that radio advertising affect the competitiveness of distributors moderately. Local
radio attracts an audience that wants to keep up with local news, events and personalities.
The study agreed that billboard advertising affect the competitiveness of baby diapers
distributors because billboard advertising grabs the attention of potential customers like
no other form of advertising can. Creative, colorful, and eye catching advertisements
have more impact on brand awareness and strong name recognition. The results also
indicated that respondents strongly agree that personal selling affects diapers distributor’s
competitiveness. The study revealed that majority of baby diapers distributors strongly
agree that sales promotion affects distributor’s competitiveness. Promotional strategies
have a negative impact on distributor’s competitive advantage especially where product
delivery is poor, poor product quality, mismanagement and poor handling of customer
complains. The study also found a positive impact on TV advertisement, radio, billboard,
sales promotion and personal selling since they increase value to the basic products of
distributors. The level of product quality rendered to the public by some distributors does
not represent value for money paid due to poor materials. Furthermore, most distributors
have poor customer relationship and poor communication skills. This study found that
baby diapers distributors should incorporate social media as promotional strategy towards
achieving the overall competitive advantage. It was therefore recommended that there
should be a policy that baby diapers advertise through the social media. The respondents
approached were reluctant in giving information fearing the confidentiality and
sensitivity of the study. This was as a major limitation since many respondents had high
level of suspicions and lack of trust where they thought the study aimed to use the
findings against their job undertakings. Future studies should also set aside adequate time
to conduct interviews and search the secondary sources of data available at the diapers
distributors. | en |
