Thesis:

Promotional Strategies And Its Effect On Performance Of Supermarkets In Kisumu County, Kenya

The study examined the impact of Promotional strategies on the performance of supermarkets in Kisumu County, Kenya. It aimed to investigate the effects of in-store marketing campaign strategy, social media advertising, personal selling, and sales promotion marketing campaign on the performance of supermarkets in the region. The study was guided by AIDAS theory of personal selling, Theory of DOGMAR and framing theory. Using a descriptive survey research design, data was collected from 21 supermarkets in Kisumu City, targeting operations managers, marketing managers, and line supervisors as respondents. A census approach was employed, ensuring the inclusion of all 63 respondents from the sampled supermarkets. Primary data was collected through a structured questionnaire designed to assess demographic characteristics, Promotional strategies, and supermarket performance. A pilot test was conducted to ensure the validity and reliability of the research instruments. Data analysis involved descriptive and inferential statistics using SPSS software. Pearson correlation coefficient and regression analysis was used to examine the effect of promotional strategies and supermarket performance. The hypothesis was tested using multiple linear regression with a significance level set at P=0.05. Data presentation was by frequency distribution tables and charts. The results revealed that promotional campaign strategies accounted for 65.8% significant variance in performance of supermarkets in Kakamega town, Kenya (R square =.658, P=0.000). It was revealed that a unit increase in in-store marketing campaign strategy v would result to significant increase in performance by 0.300 units (P=0.000). Similarly, a unit increase in sales promotion campaign would result to significant increase in performance by 0.212 units (P=0.005). A unit increase in personal selling marketing campaign would result to significant increase in performance by 0.245 units (P=0.002). Lastly, a unit increase in social media advertisement campaign would result to significant increase in performance by 0.263 units (P=0.000). The study concluded that promotional campaign strategies had a significant positive influence on performance of supermarkets in Kakamega town, Kenya. The study recommended that supermarkets need to have well-trained staff present during sampling to explain the product’s features and benefits, answer customer questions, and gather feedback. The study recommended that supermarket should refine the timing and duration of their sales promotions. The study recommended that supermarket need to ensure that their sales team possesses a deep understanding of the products and services offered, ongoing training and development programs should be implemented. The study recommended that supermarkets should regularly review and update their social media platform choices to ensure alignment with where their target audience.