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