| dc.description.abstract | The motive behind this study was to investigate the influence of promotion strategies on
performance of fast moving consumer good firms in Nairobi County Kenya. The
objective of this study was to determine the influence of promotional strategies on the
performance of Fast Moving Consumer Goods firms in Nairobi county. Descriptive
research design was used that present data using frequencies, percentages, means and
standard deviation to summarize the data. The study was a census study where the study
analyze all the 40 FMCG companies (see Appendix ii) operating in Nairobi County-
Kenya and registered by the Nairobi County Government Department of Trade. The
study relied on both primary data and secondary data sources. Questionnaires were data
collection instruments. Secondary data was gathered from library material, business
journals and reports, media publications and internet search engines. The respondents of
the study were selected from marketing department of the 40 FMCG companies operating
in Nairobi County, Kenya. Descriptive statistics was used to determine measures of
central tendency such as mean scores and measures of dispersion such as variance and
standard deviation. Regression and Pearson correlation analysis method was done to
relate the independent and dependent variable. The data collected and analyzed was
presented in the form of tables, frequencies and percentages. The study established that
Fast Moving Consumer Firms in Kenya were striving and willing to adopt advertising
personal selling, sales promotion, public relations and direct marketing stratetegies to
achieve competitive edge despite high costs associated with some promotional strategies
like the print media(newspapers, magazines and journals).Regression analysis method
was used to determine the relationship between the variables. The study concluded that
there was a positive relationship between independent variables (advertising, personal
selling, sales promotion, public relations and direct marketing) and dependent variable
(Performance of Fast Moving Consumer Firms in Kenya).The study recommends that the
Government should come up with policies to enhance Communication technology
especially in the advent of recent interconnectivity through the undersea cables which has
enabled faster internet services through fiber optic cable among major towns in Kenya
and is perceived to be faster and could be of great benefit if connected with rural towns
and markets for job creation like in Cyber cafes and consequently alleviate
unemployment. | en_US |
