The effects of marketing mix on profitability of institutions in the banking sector in Kenya (a case Study of Family Bank Ltd.)
Muchina, Margaret W
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The purpose of the study was to investigate the effects of Marketing Mix on the profitability of institutions in the banking industry, a case study of Family Bank Ltd. Marketing scope in banking sector is considered under the service marketing framework. Performed marketing strategy is the case which is determination of the place of financial institutions on customers' mind. Bank marketing does not only include service selling of the bank but also is the function which gets personality and image for bank on its customers' mind. On the other hand, financial marketing is the function which relates uncongenitalies, differences and non similar applications between financial institutions and judgement standards of their customers.Other specific objectives included product decisions, pricing, promotion and distribution. The research adopted a descriptive research design. The population of the study was 118 composed of selected respondents from Head Office, Fourways, Sonalux, KTDA Plaza, Cargen and Pan African House branches. A sample of 50% was drawn from the population using stratified random sampling. Data was collected by use of questionnaire method and will have both closed and open ended questions. Data was analyzed using descriptive statistics including frequency distribution tables, means, mode and standard deviation; there was the use of Microsoft Excel and SPSS to aid this. This study aimed to be useful to academics since it will give opportunity for further research and will help policy makers to use it for proper positive implementation. From the study the researcher aimed to investigate the effects of Marketing Mix on the profitability of institutions in the banking industry. From the findings of the study: product decisions, pricing, promotion and distribution were found to affect profitability in the banking industry. This was as depicted in the co-relation coefficients for the variables: Product decisions (0.647), Pricing (0.897), Promotion (0.7) and Distribution (0.579). From the study the following recommendations were made: rigorous consultations with customers prior to launching products, proper market research and product testing, creation of more awareness on the pricing as most of them are not aware of some of them prices especially the charges that appear hidden, more use of the social media, better adverts that are more captivating, use of street marketing teams, and proper public relations, more branches being opened at strategic locations, partnerships with other banks, introduction of agency banking and the possibility of going regional by expanding over East Africa and beyond.