Marketing Strategies And Purchase Preference Among Consumers Of Smartphones In Nairobi City County, Kenya

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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 which is a form of cluster sampling and data was collected using self-administered questionnaires based on a 1-5 Likert Scale. Reliability was achieved by the use of Cronbach alpha which had an acceptable level of 0.749. Descriptive and inferential data was analyzed using multiple regression and data was tested using SPSS (22.0). Interpretation of descriptive statistics was done using the mean scores while that of inferential statistics was done using the p-value score. Findings reveal that product strategies had an aggregate mean score of 3.71 which implies respondents considered the smartphone features like battery life and processing speed to large extent in their purchase preference. At the significance level of p<0.05, product strategies with a p-value of 0.000 was found to have a significant effect on purchase preference. Pricing strategies indicators like everyday low pricing, free data bundles and high price for high specifications were found to be the most significant strategies. With an aggregate mean score of 2.68 and a p-value of 0.012 pricing strategies was found to have a significant effect on purchase preference.

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APA

AfroAsia, R (2021). Marketing Strategies And Purchase Preference Among Consumers Of Smartphones In Nairobi City County, Kenya. Afribary.com: Retrieved June 19, 2021, from https://afribary.com/works/marketing-strategies-and-purchase-preference-among-consumers-of-smartphones-in-nairobi-city-county-kenya

MLA 8th

Research, AfroAsia. "Marketing Strategies And Purchase Preference Among Consumers Of Smartphones In Nairobi City County, Kenya" Afribary.com. Afribary.com, 05 Jun. 2021, https://afribary.com/works/marketing-strategies-and-purchase-preference-among-consumers-of-smartphones-in-nairobi-city-county-kenya . Accessed 19 Jun. 2021.

MLA7

Research, AfroAsia. "Marketing Strategies And Purchase Preference Among Consumers Of Smartphones In Nairobi City County, Kenya". Afribary.com, Afribary.com, 05 Jun. 2021. Web. 19 Jun. 2021. < https://afribary.com/works/marketing-strategies-and-purchase-preference-among-consumers-of-smartphones-in-nairobi-city-county-kenya >.

Chicago

Research, AfroAsia. "Marketing Strategies And Purchase Preference Among Consumers Of Smartphones In Nairobi City County, Kenya" Afribary.com (2021). Accessed June 19, 2021. https://afribary.com/works/marketing-strategies-and-purchase-preference-among-consumers-of-smartphones-in-nairobi-city-county-kenya