Browsing Faculty of Arts & Social Sciences, Law, Business Mgt (FoA&SS / FoL / FBM) by Subject "Consumer"
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The influence of commercial sponsorships on consumer attitudes towards brands: a case study of Nairobi residents
(School of Business, 2007-08)This study was conducted to evaluate the impact and relevance of commercial sponsorships which is an emerging trend in Kenya. This concept embraces the whole philosophy of investing in building strong brands. Commercial ... -
Procurement category management among fast Moving consumer goods companies in Kenya
(College of Humanities and Social Sciences, University of Nairobi, 2012-09)This study sought to establish the benefits associated with implementation a category management strategy among FMCGs multinationals in Kenya. The environment in which organizations conducts business is turbulent and ...