Integrated Marketing Communication Strategies Adopted by Second Hand Motor Vehicle Dealers in Nairobi
Abstract
Second hand motor vehicle business thrives in Kenya due to attractive credit facilities
and the steady increase of disposable income from the middle class. The industry
significantly contributes to the growth of the Kenyan economy by way of taxes, duty and
self-employment. Players within this industry face rigid completion due to globalization,
increased consumer awareness and the advancement in technology. Many brands have
become dynamic, the media landscape fragmented, and the consumers have more control
over their media consumptions and are no longer susceptible to interruptions by
marketers. The new media can be digitally accessed by audiences from anywhere at any
time and responsive to their control.The need to equip second hand motor vehicle dealers
with the most effective marketing communication strategy has become critical to ensure
their survival. The objective of this study was to determine the extent of adoption of
integrated marketing communication strategies by the second hand motor vehicle dealers
in Nairobi and how it has impacted their performance. The study adopted descriptive
cross-sectional research design. The population of study was second hand motor vehicle
dealers operating showrooms in Nairobi. Primary data was collected using questionnaires
administered to 60 respondents from which 56 completed questionnaires were received.
Descriptive statistics such as frequency tables, percentages, means, modes, medians and
standard deviations were used to analyze data.The results were presented in tables, bar
charts and graphs.The research findings concluded that integrated marketing
communication strategies, which include advertising, sales promotion, public relations,
personal selling and direct/online marketing have been widely adopted by the
showrooms in Nairobi. The showrooms have integrated these strategies within their
respective departments and balanced their usage across multiple media. IMC strategies
adoption also enhanced brand value and equity of the showrooms. The benefits derived
from the adoption of the strategies included increased marketing communication effects,
operational efficiency, customer response as well as brand exposure and channel support
Publisher
University Of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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