Marketing mix strategy influence on sales performance of registered commercial printing firms in Nairobi, Kenya

Abstract

The general objective of the study was to investigate the effects of marketing mix strategy on sales performance of registered commercial printing firms. The specific objectives of the study were to analyze the effects of product strategy, pricing strategy, promotion strategy and distribution strategy on sales performance of commercial printing firms in Nairobi. The study was guided by the marketing mix theory and competitive signaling theory. This study adopted the descriptive research design. The population of the study included all 68registered commercial printing firms operating in Nairobi County and the respondents included a total of 136 marketing managers and supervisors. Census technique was adopted where all the marketing managers and supervisors from all the printing firms were included in the study. The study collected primary data using structured questionnaires which was pilot tested to ensure it was valid and reliable. The data collected from the respondents was analyzed using qualitative and quantitative techniques; Statistical Package for Social Scientists (SPSS). Descriptive statistics were used to describe data in the form of means and standard deviation and inferential statistics were used to draw inferences. Based on the study findings, the respondents were moderately satisfied with their product strategy as provided by printing firms. From the results of correlation analysis, it was shown that product strategy had a positive correlation with sales performance. Regression results indicated that products strategy had significant effect on sales performance regarding pricing. In view of the results of the correlation analysis, it was shown that pricing strategy has positive correlation with sales performance. On the overall, the respondents agreed that to the promotion strategy has a great influence on sales performance. From the results of correlation analysis, it was shown that promotion strategy has a positive relationship with sales performance. In view of regression results, the study noted that promotion strategy has a significant effect on sales performance. The respondents agreed to the fact that using a variety of channels of distribution increases the volume of sales and also agreed that being located near the market increases the sales volume, while this was emphasized by majority of respondents who felt that strategic location is vital for marketing, the respondents agreed that using good ambience, as well as display, music appeals to clients occasioning greater sales. At an overall mean distribution strategy enhances productivity of sales. The study concludes that marketing mix strategy has a significant influence on sales performance. The study recommends that printing firms should enhance their product attributes in terms of branding, product design and quality specification. There is need for printing firms to carry out an analysis of product price point decision with respective to their brands so that they are at par with the market demand in order to ensure that consumers are not tempted to opt for other competitors but rather stick to their current brands. There is a need to effectively make use of the various elements of placement in order to enhance customer preference of printing products.