| dc.description.abstract | 1:30th small and large organizations need to adopt promotional mix strategies in order to attract
and retain customer hence long term relationships and growth in terms or productivity and
ultimate survival. However. few studies have been done on tile relationship between
promotion and customer growth in Kenya. The study. thus. sought to look at influence or
promotion mix strategies on the customer growth of Pathologists Lancet Kenya. The study
adopted a descriptive research design. The target population was Pathologists Lancet Kenya's
customers within Nairobi County. Forty customers were sampled and semi-structure
questionnaire administered. Data analysis involved the use of descriptive statistics: mean
standard deviation. frequency and percentages. Pearson correlation and multiple linear
regression analysis were done to test the relationship between promotion and customer
growth. The study established that Pathologists Lancet Kenya as a brand is associated with
product quality and cheap price that both adds value and satisfaction to its customers. The
Company uses flyer and brochure, wcbsitcs, newspapers, television and radio to advertise in
addition to several public relation, personal selling and direct marketing. The study concludes
that promotion strategies (advertising, sales promotion, public relations, personal selling and
direct marketing) positively influence customer growth. | en_US |
