Factors influencing the success of new detergents in Kenya.

Abstract

Liberalization of the economy in Kenya has lead to stiff competition and the detergent-manufacturing firms seem to have been most affected. As a result most of these firms have introduced new products as away of coping with competition. However, the available literature exhibits deficiencies on the factors influencing the success of new detergents in Kenya. Hence this study aimed at answering the following questions: i) What factors determine the success of new detergents in Kenya? ii) What is the relative importance of each success factor? The purpose was two-fold: To identify the success factors and determine the critical ones. To achieve the slated objectives, a census study was carried out among firms manufacturing detergents in Nairobi. Data was collected by use of a structured questionnaire that was dropped and later picked from the marketing manager or his her equivalent. Factor analysis was used 10 identify the factors as well as to determine other order of importance. The results showed that the following were the main factors influencing the success of new detergents in Kenya: i) The firms marketing knowledge and resources. ii) Product uniqueness and marketing synergy. iii) Price competitiveness. Based on the findings, it was recommended that the firm's marketing knowledge and resources, being the most critical factor for success, should be put into consideration before introducing any new detergent.