dc.description.abstract | This research study sought to determine the marketing mix strategies adopted by
Nairobi's middle level colleges in an attempt to remain relevant in the
competitivetertiary education sector.
The objectives of the study were; to establish the intensity of the competition
among middle-level colleges in Nairobi, establish the various marketing mix
strategies adopted by middle-level colleges to remain competitive, determine
which marketing mix factor is the most influential in determining the college
students prefer to join and identify the challenges that middle level colleges face
when implementing their marketing mix strategies.
The study used quantitative analysis research design method to clarify the
relationship between variables. Random sampling method was used to identify
the population to be studied. .•
Data for this study was collected using questionnaires that contained both open
and close ended questions. Parameters such as the mean and the mode were
used to analyze the data.
The findings of the study showed that the intensity of competition among
middle-level colleges in Nairobi is high because of too many players in the
industry, high bargaining power of students, low entry barriers and availability
of substitute products/ services.
The study also revealed that the pre-dominant marketing mix used by middlelevel
collegesto attract students was a combination of product and promotion.
It also established that the most influential marketing mix strategy that
determined student's choice of college was the product and its quality i.e. the
courses offered and how well they were taught.
Lastly, the study established that the major challenge facing middle-level
collegesis the rapidly 'changing student's preferences. Students kept on changing
the courses they preferred from time to time | en |