INFLUENCE OF CONSUMER PROMOTION ON MARKETING PERFORMANCE OF NAIROBI BOTTLERS LIMITED
Abstract
Purpose of the Study: The study investigated the influence of consumer promotion on marketing performance of Nairobi Bottlers Limited. The study was informed by adaptation level theory.
Statement of the Problem: Although Nairobi Bottlers Ltd conducts several sales promotions each year, promotion managers are frequently faced with the challenge of defending the question of the impact of sales promotions activities on the firm's profitability therefore the study sought to evaluate the impact of sales promotion strategies on the marketing performance of Nairobi Bottlers Ltd.
Methodology: The study adopted a descriptive research design. The study population comprised of 83 employees working in the top, middle and low management levels in Nairobi Bottlers Company. The researcher used census technique to incorporate all the 83 respondents. The researcher used questionnaire to collect the primary data desirable for the study. A pilot study was conducted in Pepsi- Cola (EA) Ltd in Nairobi. The data collected was recorded in research logs and then edited to get rid of any errors or any irrelevant information. Quantitative data was analyzed by means Statistical Package for Social Sciences. While qualitative data was analyzed thematically and verbatim reporting. The analyzed data was presented in tables of frequencies and percentages, charts and bar graphs.
Result: According to the results majority of respondents stated that market share has a significant impact on Nairobi Bottlers Company's marketing success. This means that market share has a significant impact on Nairobi Bottlers' marketing success. Furthermore majority of respondents said that customer satisfaction affects Nairobi Bottlers Company's marketing performance to a very great extent. In addition majority of respondents said that consumer loyalty has a significant impact on Nairobi Bottlers Company's marketing success.
Conclusion: From the findings the study concluded that there is a moderate positive and statistically significant correlation between consumer promotion and marketing performance of Nairobi bottlers Ltd (r = 0.443; p < 0.05).
Recommendation: In the light of the foregoing findings, the study recommends that Nairobi Bottlers Limited ought to focus more on consumer promotion because consumers create more demand for all the types of consumer goods including the fresh drinks supplied by the Nairobi bottlers limited.
Keywords: Consumer Promotion, Marketing Performance
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