| dc.description.abstract | Previously, businesses assumed that incorporating ‘green’ into their business strategy would
cost money, but they now realize that ignoring negative impacts on environment will be
costly in future. The purpose of this study is to establish green marketing practices by
Supermarkets in Nairobi’s central business district. This research used descriptive research
design approach which involves acquiring information about one or more groups of people
about their characteristics, opinions, attitudes or previous experiences – by asking the
questions and tabulating their answers. The population of interest was all the supermarkets
companies in Nairobi’s CBD. The study was carried out on all the 10 supermarkets found
in Nairobi’s CBD. Primary data was collected using semi-structured questionnaire which
was divided into three sections, the first part was on demographic information, the second
on the extent of adoption of green marketing and the last part on benefits derived from green
marketing practices. The questionnaire was administered using drop and pick method.
Marketing managers for the respective supermarkets were targeted for interview. Data
analysis involved reducing the accumulated data to manageable size, developing summaries
and looking for patterns and applying statistical techniques. Descriptive statistics was used
to analyze the data. The Statistics Package for Social Scientists (SPSS) program was used
to analyze the data and output presented in form of tables, pie charts and bar graphs. From
the findings, it is clear that, the answers given by the different respondents were almost the
same. This might be because all the companies are found in the same region and hence have
almost the same operational strategies. To add on that the respondents were all very
experienced and knowledgeable about green marketing. The researcher recommends that,
the government should create awareness to all supermarkets on the benefits derived from
practicing green market in order to make their products more acceptable in the market and
conserve the environment for future generation. This should also be reinforced by the
relevant regulatory authorities. The study recommends the need for supermarkets to practice
green market through product, price, distribution and promotional strategies | en_US |
