dc.description.abstract | FMCG manufacturers play a significant role in the Kenyan economy. They are major
employers of the Kenyan population and therefore a subject of interest from various
stakeholders. The changing global environment has led to more competition, increased
product choice, increased customer demand, lower prices and product innovation. Due to
changes in the market place, companies must cope with the dynamic environment in
order to survive. The manufacturing sector is characterized by several players, increased
competition, regulatory changes, changing consumer styles and expectations, availability
of a wide variety of substitutes, shorter distribution channels as manufacturers gain direct
access to most markets. According to International Marketing Research (2005), major
multinationals dealing with fast moving consumer goods have established operations in
Kenya. This research was aimed at gaining insights into what sales promotion practices
these manufacturers have adopted in the face of stiff completion; and the relationship
between these sales promotion practices and sales performance among the Fast Moving
Consumer Goods Manufacturers in Nairobi, Kenya. The study was aimed at helping
marketers in clarifying the concepts relating to marketing communication, promotion
mix, sales promotion and strategies relating to sales promotion. The study revealed that
the main Sales Promotion techniques include: Coupons, price-off deals, Bonus Packs,
Premiums, price completion and sweepstakes in that order. These were the major
contributors to the various sales performance results of the companies that were put under
study. The study found that sales promotion practices positively affect the sales
performance among FMCGs manufacturers in Nairobi, Kenya. There is need to invest in
new sales promotion practices with emergence of new technologies so as to meet this
expectation, as it was found that there was a positive relationship between sales
promotion practice and sales performance among FMCGs manufacturers in Nairobi,
Kenya. There is need for FMCGs manufacturers in Nairobi, Kenya to invest in market
survey as this will help them in coming up with sales promotion practices that are
acceptable, accessible, ethically sound, have a positive perceived impact, relevant,
appropriate, innovative, efficient, sustainable and replicable. | en |