Influence of promotion mix strategies on the growth of customers of pathologists Lancet Kenya

Abstract

1:30th small and large organizations need to adopt promotional mix strategies in order to attract and retain customer hence long term relationships and growth in terms or productivity and ultimate survival. However. few studies have been done on tile relationship between promotion and customer growth in Kenya. The study. thus. sought to look at influence or promotion mix strategies on the customer growth of Pathologists Lancet Kenya. The study adopted a descriptive research design. The target population was Pathologists Lancet Kenya's customers within Nairobi County. Forty customers were sampled and semi-structure questionnaire administered. Data analysis involved the use of descriptive statistics: mean standard deviation. frequency and percentages. Pearson correlation and multiple linear regression analysis were done to test the relationship between promotion and customer growth. The study established that Pathologists Lancet Kenya as a brand is associated with product quality and cheap price that both adds value and satisfaction to its customers. The Company uses flyer and brochure, wcbsitcs, newspapers, television and radio to advertise in addition to several public relation, personal selling and direct marketing. The study concludes that promotion strategies (advertising, sales promotion, public relations, personal selling and direct marketing) positively influence customer growth.