Browsing by Author "Moraa, Rasugu Winnie"

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    Marketing Promotional Campaigns and Customer Purchase Decisions in Selected Supermarkets in Nairobi City County, Kenya
    (Kenyatta University, 2025-11) Moraa, Rasugu Winnie
    The rapid expansion of supermarkets in Kenya has led to a highly competitive market environment, compelling supermarket owners to develop innovative strategies to gain a competitive edge. The main objective of this research was to ascertain the impact of marketing promotional campaigns on customer purchase decisions in selected supermarkets within Nairobi City County. Specifically, the study aimed to determine how advertising, sales promotion, and personal selling influence consumer purchasing behavior in these supermarkets. The research was founded on the Attention, Interest, Desire, Action, and Satisfaction model and the Customer-Based Brand Equity theory. A descriptive research approach was adopted, focusing on supermarkets operating in Nairobi City County. Out of the 165 registered supermarkets, 50 were purposively selected for the study. The sample comprised 400 respondents, identified through purposive sampling. Primary data was gathered using structured questionnaires, and a pilot study involving 26 participants was done to test the soundness and dependability of the research tools. Data analysis employed descriptive and inferential statistics, which were; correlation and regression analysis. The findings were displayed utilizing tables, charts, and graphs for clarity. The results revealed that marketing promotional campaigns such as advertising effectively attract consumer attention, enhance brand awareness, and ultimately drive product sales and revenue growth. Promotional activities were also found to facilitate product differentiation, encourage purchasing through incentives, and create opportunities for cross-selling and upselling. Moreover, personal selling was shown to strengthen customer relationships and foster loyalty through direct engagement and communication. The study concluded that marketing promotional campaigns significantly enhance customer purchasing decisions in supermarkets within Nairobi City County. It also ascertained that demographic factors have a notable moderating effect on the connection between promotional campaigns and consumer purchase behavior. Based on these findings, the research recommends that supermarkets align their pricing strategies with competitors to remain attractive to price-sensitive customers. Additionally, since the presence of shopping assistants was found to have minimal influence on purchase decisions, supermarkets should consider reducing related costs to improve operational efficiency