dc.contributor.author | Matipei, Rachael Nashipai | |
dc.date.accessioned | 2014-12-29T07:37:35Z | |
dc.date.available | 2014-12-29T07:37:35Z | |
dc.date.issued | 2014 | |
dc.identifier.citation | Master of science in marketing | en_US |
dc.identifier.uri | http://hdl.handle.net/11295/78402 | |
dc.description | Master of science in marketing | en_US |
dc.description.abstract | The study sought to establish market segmentation, organizational characteristics and
performance of cement manufacturing firms in Kenya. This study used a descriptive
research design a n d targeted a population of all the six cement manufacturing firms in
K
e
n
y
a
.
Target respondents included the marketing managers and production managers of
cement firms. The study made use of a questionnaire with open ended and closed
questions. Quantitative data collected was analyzed by the use of descriptive statistics
while qualitative data was analyzed using content analysis. The study established that the
cement industry in Kenya use industrial market segmentation practices to segment their
market. The study established that market segmentation practices within the cement
industry have had a positive impact on performance. 80% of the respondents agreed that
segmentation improved the competitive position of their organization. The study revealed
that organizational characteristics have an effect on firm performance. Ownership of
firms, board of director characteristics and size of the firm were reported as the
organizational characteristics that majorly affect performance. The study concluded that
there have been improvements in the industry especially with improved efficiency when
serving customers, increased cross selling opportunities for the organization and
provision of insight into new product/ market opportunities for the organizations. The
study also concluded that Organizational structure, an organizations behavior and an
organizations internal environment are the determinants of firm performance that majorly
affect a firm’s performance. The study also concludes that both financial and nonfinancial
performance measurement practices are used by all the cement manufacturing
firms. | en_US |
dc.language.iso | en | en_US |
dc.publisher | University of Nairobi | en_US |
dc.title | Market segmentation practices, organizational characteristics and performance of cement manufacturing firms in Kenya | en_US |
dc.type | Thesis | en_US |
dc.type.material | en_US | en_US |