The Influence of Marketing Mix Strategies on Customer Loyalty in Fast Food Restaurants in Nairobi, Kenya

Abstract

Fast food sector in Kenya are found in major streets in key cities and it mostly targets the middle class which is growing in the economy. The fast-food industry in Kenya, just like in other countries, is built around a model of convenience as opposed to traditional restaurant businesses. In the marketing mix, the marketer must develop a pricing strategy. Fast food businesses in Nairobi are booming with both local and international brands. As a result, marketing strategies are vital in any management practice as they help determine the output of sales in organizations. The study sought to find out the marketing mix strategies adopted by fast food restaurants in Nairobi Kenya and establish the relationship between marketing mix strategies and customer loyalty. This study was guided by the theory of cognitive dissonance and buyer’s remorse. This study used the descriptive survey design. The use of this design facilitated an in depth analysis of the role of marketing strategies on customer loyalty in fast food industry in Nairobi. The population of this study was the fast food restaurants in Nairobi County. The study stratified the fast food restaurants into the three constituencies. The collected data was cleaned, edited and coded before the analysis. The findings confirmed that, branding, product marketing, price considerations and location all form part of the customer proposition. The study ascertained that the role of the marketing channels is not only focus on the demand satisfaction by offering goods, but also need to stimulate demand through information, creating proximity and promotion by customer. The study concluded that customer loyalty is one of the indicators of business performance metrics