Effects of marketing strategies on the performance of retail stores in footwear sector in Nairobi City County
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Date
2015Author
Odhiambo, Vaillant A
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
In the present day business environment that is characterized by the increased competition
among local and international companies, the emergence of more demanding customers and
great technological advances has resulted in a complex market in the retail business. In this
complex market environment, the marketing strategy of the company could be a competitive
advantage versus other companies provided that they deliver services and values that not only
meet the customer demands, but surpass them. Therefore, the firms’ strategies should be
characterized by a responsive work organization, based on co-operative relations not only within
the firm but also in its relations with external partners such as customers, suppliers and
competitors. The objective of the study was to determine the effects of marketing strategies on
the performance of retail stores in footwear sector in Nairobi. The study adopted a cross sectional
descriptive survey design. The population of the study comprised six retail stores in footwear
sector. All the six registered firms were selected for the study. A questionnaire was used to
collect data. The data was analyzed using descriptive statistics and regression models. The study
established that the retail stores in footwear sector have adopted several marketing strategies in
order to improve their performance. The strategies used were product strategy, pricing strategy,
physical evidence strategy. Product strategy enabled the retail stores to offer broad product line,
stock products for different customer clusters, ensures that quality and reliability of the product
offerings gain importance, utilize product design and technology in product development and
that utilize early adopters for new product ideas and feedback. Pricing strategy was realistic and
accurate, use of premium pricing on its products and price promotions and discounts. The use of
marketing strategies resulted in increased sales, number of footwear sold, enhance purchase of
products and increase market penetration of retail outlet.
Publisher
University of Nairobi