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The Influence of Marketing Mix on Consumer Preference: A Case Study of Nairobi County

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dc.contributor.author Mohamud, Abdirizack
dc.date.accessioned 2019-02-05T07:52:59Z
dc.date.available 2019-02-05T07:52:59Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4271
dc.description A Research Project Report Submitted to Chandaria School of Business in Partial Fulfilment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The purpose of this study was to determine the influence of marketing mix on consumer preference of LPG energy in Nairobi County. This study was guided by the following research objective to determine the influence of product on consumer preference of LPG, to determine the influence of Price on consumer preference of LPG, to determine the influence of Place on consumer preference of and lastly to determine the influence of Promotion on consumer preference of LPG. This study adopted a descriptive research design. The population of the study comprised of households in 5 estates in Nairobi County, Kenya. These estates included Nairobi West, Mountain View, South B, Eastleigh and Kilimani estate. An open structured questionnaire was used to collect the data. The questionnaire was administered by the researcher. The completed questionnaires were edited for completeness. A sample size of 95 households was obtained for the study. The data was analyzed and interpreted using descriptive statistics through frequency distribution and percentages. The findings were presented in the form of tables and figures. On Product a number of factors were identified which included branding, packaging and quality. On branding majority of the respondents agreed that LPG brand promises and brand performances of LPG were aligned and met their expectations. Majority of the respondents were of the opinion that LPG is well packaged compared to other energy sources. Findings penetration pricing, majority of the respondents confirmed that indeed they were likely to switch to a lower priced LPG brand that met their needs and expectations. Also a majority of the respondents agreed that price of LPG is a key factor when purchasing the product. And lastly on psychological pricing majority of the respondents were of the opinion that they are more convinced and willing to buy LPG products when prices are well displayed. Under place, a number of factors were highlighted which included business location, stock availability and efficiency. On business location majority of the respondents felt that LPG distribution outlets were strategically and conveniently located in the estates. Majority of the respondents prefer to purchase LPG products because they are readily available and in steady supply. Findings on Promotion revealed that there was a positive significant relationship between customer preferences and promotions. A number of factors were investigated which included sales promotion, advertising and public relations. On sales promotion, majority of the respondents confirmed that indeed they were influenced to purchasing LPG products because of effective sale promotions. Majority of the respondents agreed that LPG advertisements create brand awareness. And lastly majority of the respondents felt public relations campaigns on LPG were effective to influence their brand preferences. The study concluded that generally, marketing mix influences customer preference of LPG. On Product the study concluded that the product attributes largely influenced customer preference. This implied that the product attributes influence customers on what brand to choose. It was also revealed from the study that there was a positive significant relationship between price and customer preferences. This indicates that indeed price was a key influencing factor in consumer preferences. The study also revealed that there was a positive significant relationship between place and customer preference. This implied that place or location of the consumer products was a key factor when it came to influencing customer preferences. Finally the study revealed that there was a positive significant relationship between customer preferences and promotions. These findings implied that indeed promotions were key factors when it comes to enticing consumers on what type of brands to choose. The study recommends for new packing system that answers consumer need for convenience portability, easy opening and safety measures so as to consider customer requirements. The study recommends that LPG companies should heavily invest in innovation to increase their product development that cannot be easily replicated by competitors.it is recommended that LPG Companies should invest in research and development, so as to develop cost effective methods in their operations in order to be able to adequately compete with our traditional source of energy. The study recommends for improved LPG distribution networks not only for product availability but also to enhance entrepreneurships in cylinders distribution, refilling and maintenance which contribute to the growth of the economy. Finally the study recommends for effective use of sales promotions and advertisements so as to attract potential customers to adopting their products more easily. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Marketing Mix en_US
dc.subject Consumer Preference en_US
dc.subject Nairobi County en_US
dc.title The Influence of Marketing Mix on Consumer Preference: A Case Study of Nairobi County en_US
dc.type Thesis en_US


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