Influence of Marketing Strategies on Performance of Fast-Moving Consumer Goods Companies in Nairobi County, Kenya
Abstract
The purpose of this study was to examine the influence of marketing strategies on the performance of fast-moving consumer goods companies in Nairobi County. The study was guided by the following objectives: to determine; the influence of product specialization strategies, price leadership strategy, distribution channels strategy and promotion mix strategies. The study was grounded on Resource Based View, The Balanced Scorecard Theory and Industrial Organization (IO) Theory. The study utilized a descriptive survey research design. The population for the study constituted 6,324 employees in fast-moving consumer goods companies in Nairobi County. The sample size used was 184 respondents. The sample was selected from 46 fast-moving consumer goods companies in Nairobi County. The study used questionnaires to obtain quantitative and qualitative data for analysis which was further validated by analysis of the pilot study. A multiple regression model was used to test the significance of the relationship between the independent variables and the dependent variable. The study found that product specialization strategy, price leadership strategy, distribution channel strategy and promotion mix strategy had a positive and significant effect on organizational performance.
Keywords: Marketing Strategies, Fast-Moving Consumer Goods Companies, product specialization strategies, price leadership strategy, distribution channels strategy, promotion mix strategies
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