Influence of promotion strategies on performance of fast moving consumer good industry in Nairobi county Kenya

Abstract

The motive behind this study was to investigate the influence of promotion strategies on performance of fast moving consumer good firms in Nairobi County Kenya. The objective of this study was to determine the influence of promotional strategies on the performance of Fast Moving Consumer Goods firms in Nairobi county. Descriptive research design was used that present data using frequencies, percentages, means and standard deviation to summarize the data. The study was a census study where the study analyze all the 40 FMCG companies (see Appendix ii) operating in Nairobi County- Kenya and registered by the Nairobi County Government Department of Trade. The study relied on both primary data and secondary data sources. Questionnaires were data collection instruments. Secondary data was gathered from library material, business journals and reports, media publications and internet search engines. The respondents of the study were selected from marketing department of the 40 FMCG companies operating in Nairobi County, Kenya. Descriptive statistics was used to determine measures of central tendency such as mean scores and measures of dispersion such as variance and standard deviation. Regression and Pearson correlation analysis method was done to relate the independent and dependent variable. The data collected and analyzed was presented in the form of tables, frequencies and percentages. The study established that Fast Moving Consumer Firms in Kenya were striving and willing to adopt advertising personal selling, sales promotion, public relations and direct marketing stratetegies to achieve competitive edge despite high costs associated with some promotional strategies like the print media(newspapers, magazines and journals).Regression analysis method was used to determine the relationship between the variables. The study concluded that there was a positive relationship between independent variables (advertising, personal selling, sales promotion, public relations and direct marketing) and dependent variable (Performance of Fast Moving Consumer Firms in Kenya).The study recommends that the Government should come up with policies to enhance Communication technology especially in the advent of recent interconnectivity through the undersea cables which has enabled faster internet services through fiber optic cable among major towns in Kenya and is perceived to be faster and could be of great benefit if connected with rural towns and markets for job creation like in Cyber cafes and consequently alleviate unemployment.