Influence of corporate social responsibility on performance of large supermarkets in Kenya

Abstract

Corporate Social Responsibility (CSR) is one of the most grounded advertising's apparatus and an exceptionally basic utilized promotion technique by many organizations to reach their customers. Execution of CSR measurements and in the meantime enhancing commodity expansions into the market is a basic part in any business. The supermarkets industry in Kenya has had many entrants of late, which increases competition in the industry. In order to remain competitive, Supermarkets are adopting different strategies to serve a given segment of consumers. Several research studies have been conducted on competition in the supermarket industry globally and in Kenya. None of the local studies have focused on the influence of CSR on the performance of firms and specifically the retail section. This study will therefore aim to find out influence of corporate social responsibility on performance of large supermarkets in Kenya. This study used descriptive research design and target population of was the large supermarkets but focused on the four large supermarkets that have the headquarters in Nairobi. This study adopted a stratified random sampling method to select 30% of the target population. The data collection instrument in this study was through the use of questionnaires and Descriptive data analysis used to analyze the data collected. So as to gather the information gathered into a frame reasonable by the clients of this study, the investigator utilized pie and bar charts that delineate the patterns and recurrence appropriation of the examination. The study found that the supermarkets were involved in environmental awareness, poverty alleviation, education support, employee welfare support, and Relationship with the community and sport sponsorship. The study revealed that public relations was between the supermarkets and the environment and it was aimed at enhancing corporate image, whereas corporate social responsibility was involved improving the welfare on the community around the organization and also impacting on the life of the community around the organization. The study established that corporate social responsibility, improved the organization reputation, it enhanced organization image, it make organization close to the people, it make organization social acceptable to the people and create demand from the organization product thus enhance it performance.