The study sought to establish the effect of marketing strategies among consumers of smartphones in Nairobi City County. The study was guided by Stimulus response model, Howard & Sheth model and Jerome McCarthy’ 4Ps, it applied descriptive and explanatory research design. Residents of Nairobi between the ages 18 and 35 years formed the target population, they were approximated to be 1,694,127 and a sample size of 278 drawn from this population. The research adopted area sampling method ...
ABSTRACT Customer service is an important aspect of whole business process. In today‟s global competitive environment delivering quality service is considered as an essential strategy for success and survival. The general objective of the study aims at determining the effect of marketing communication strategies and service quality in the Mobile Phone service providers in Kenya, and the specific objectives of the study to establish the effect of advertising and service quality in the Mobil...
ABSTRACT The aim of the research was aimed at investigating the effect of packaging on consumer behavior. The types of research used are qualitative and quantitative techniques. The aim of the research is to; research how packaging has improved on consumer purchases. The management through the research has been able to know how the customers are educated about keeping their environment clean and about their safety and health. The management has also seen how lifestyle would really affect con...
ABSTRACT Customer satisfaction is a dynamic parameter for measuring business success. As a modern measure for service quality, it ensures investment in development of customer centred management strategies such as Customer Relationship Management (CRM). Globally, CRM has been applied in the banking sector to enhance service quality and the resultant customer satisfaction which increases competitiveness, customer retention and profitability. Despite implementation of CRM programmes by commerc...
ABSTRACT The customer retention among the insurance companies in Malindi town has been declining Khasaya. Compared with other financial institutions in the area, the attraction of the new customers has been inadequate within the insurance companies. Most customers open accounts with insurance companies in Malindi Town but make minimal transactions with those insurance companies such as insurance cover among others. Thus formed the basis of the current study that the influence of personal sel...
TABLE OF CONTENTS Declaration ........................................................ . .. . . . . ........ . ........ ... . Approval .................. .. .. .. ... . ........ .. ......... .... ......................... .. ..... .... ii Dedication ............... .. .......... . ........ ............ . ................... .. .. ............. iii CHAPTER ONE 1.0 Introduction .................................................. ....... . ........ .. .. . ............. I 1.1 Background of the ca...
ABSTRACT The study sought to establish the effect of Advertising on sales volume in an Organization with regard to POST BANK Kenya and was driven by three objectives: That is investigating the to identify the existing methods of advertising that the POST BANK employs, to analyze how various forms of advertising can affect the level of sales volume of in POST BANK and to establish how advertising increases the sales volume that affects POST BANK profitability. To achieve these objectives the r...
ABSTRACT The general objective of this study was to investigate the effects of marketing strategies on growth of real estate firms in Nairobi County. The study was therefore guided by the following specific objectives: to establish how price as a marketing strategy affect the growth of real estate firms in Nairobi County, to assess the effect of promotion strategy on the growth of real estate firms in Nairobi County, to assess the effect of place on the growth of real estate firms "in Nai...
ABSTRACT The retail sector in particular shopping malls forms a critical element of a community’s economic and social welfare. It provides shoppers with products variety, value for money, convenience and recreational services. However the sector is posed with challenges of intense competition and complex shoppers’ behavior. The purpose of the study was to establish the influence of marketing mix dimensions on performance of shopping malls. The specific objectives included seven marke...
ABSTRACT The purpose of this study was to analyze consumer perceptions, attitude and patronage towards purchasing locally-produced versus imported apparel among public servants in Kenya. The objectives of the Study were: to establish the attributes that professionals consider in selecting apparel; to determine the perception of public servants towards locally-produced and imported apparel; to establish the factors that influence the perception, preference and attitude of public servants towa...
ABSTRACT Customer relationship management is a concept that was adopted by companies around 1990s. This concept cannot be ignored by companies, taking into consideration that companies are operating in a very competitive environment brought about by technological advancements and globalization in the business environment. The aim of customer relationship management is to create, nurture and maintain mutual relationships between a company and its customers so as to attain customer loyalty for ...
ABSTRACT The most fundamental feature of any company is sales of their product(s) because it support any business’ survival. Selling entails the use of advertising, sales promotions, publicity and direct marketing. Companies respond differently with their marketing communication mix decisions even when subjected to almost the same macro environmental factors. The macro environmental factors like competition and market factors facing the soft drink companies have not been addressed successf...
ABSTRACT Brand personality is an emerging modern marketing differentiation marketing strategy which enhances business competitiveness. The general objective of this study was to investigate the influence of brand personality on customer purchase decision of Smartphone in Kenya. The specific objectives of the study were to; establish the influence of brand personality sincerity on customers purchase decision, determine the influence of brand personality excitement on customer purchase decisio...
ABSTRACT Building strong brand equity to attain competitive advantage is a top priority amongst many firms but it is not always an easy task to accomplish. Due to the increased globalization and competition, the management of a brand has become of importance and thus presents an interesting area to study. With the adoption of effective brand equity strategies, many companies may compete effectively and efficiently. This study, therefore, set out to investigate the influence of brand equity o...
Abstract The study determined the contributions of relationship marketing at Jomo Kenyatta Foundation in Kenya. The independent variables were customer retention and loyalty, customer satisfaction and customer service, trust and commitment. The dependent variable was relationship marketing. The study adopted a descriptive design because it allows researchers to gather information, summarize, present and interpret for the purpose of clarification. The target population of the study compri...