Browsing by Author "Ngugi, Saphina Waithira"

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    Marketing Strategies and Performance of Selected Pharmaceutical Manufacturing Firms in Nairobi City County, Kenya
    (Kenyatta University, 2025-11) Ngugi, Saphina Waithira
    Pharmaceutical manufacturers play significant role in supporting the government’s health objectives. However, most of the firms are under performing as witnessed in reduced export sales and revenue loss, which has affected their profitability. This study examined the impact of marketing product, price, place, and promotion on pharmaceutical firms' performance in Nairobi. Grounded in contingency, cognitive response, push pull theory and balanced scorecard theories, the study used an explanatory approach targeting 100 managers across 10 pharmaceutical firms in Nairobi. Census sampling grouped staff by role, while purposive sampling selected 200 participants. Data came from closed-ended questionnaires. A pilot involving four Kiambu firms (10% of the sample) tested the tool. Expert review, face validation, and content checks upheld validity, while internal consistency confirmed reliability. Descriptive statistics explored demographic trends, with data shown through tables, means, percentages, and deviations. Pearson’s correlation assessed associations; regression tested causality. Informed consent, anonymity and confidentiality was observed. The findings showed that product strategy significantly contributed in the enhancement of pharmaceutical performance. Findings indicated that price positively influenced pharmaceutical firm performance, while promotion showed no notable impact. Location proved vital for Nairobi-based manufacturers, and product strategy was linked to improved quality and better outcomes. The study concluded that price strategy adopted such as competitor and discounted pricing were critical in improving performance. It was concluded that promotion strategy including personal selling and exhibitions should be used to improve product awareness and enhance performance. The study concluded that place was important in distributing products and services to where customers needed thereby improving convenience and accessibility for enhanced performance. The study recommended policy support for R&D to lower product development costs. The study recommended adoption of innovative initiatives in product strategy such as improving taste appeal and creating high quality products and services. Pharmaceutical manufacturers may need to use competitor pricing and discount rates to increase customer purchase. The companies may need to adopt personal selling and exhibition for more product awareness, using distribution to improve product access. Later studies may explore strategies like growth, diversification, expansion, and market penetration. Other studies may also consider new locations and incorporate other population to confirm the difference in the findings
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    Promotion Strategies and Performance of Selected Pharmaceutical Manufacturing Firms in Nairobi City County, Kenya
    (International Academic Journal of Human Resource and Business Administration (IAJHRBA, 2025-10) Ngugi, Saphina Waithira; Maina, Samuel
    Pharmaceutical manufacturers play significant role in supporting the government’s health objectives. However, 53% of the firms are under performing as witnessed in reduced export sales and revenue loss by 27% which has affected their profitability. This study examined the effect of promotion strategies on pharmaceutical firms' performance in Nairobi. Grounded in contingency, cognitive response, and balanced scorecard theories, the study used an explanatory approach targeting 100 managers across 10 pharmaceutical firms in Nairobi. Stratified sampling grouped staff by role, while purposive sampling selected 65 participants. Data came from closed-ended questionnaires. A pilot involving four Kiambu firms (10% of the sample) tested the tool. Expert review, face validation, and content checks upheld validity, while internal consistency confirmed reliability. Descriptive statistics explored demographic trends, with data shown through tables, means, percentages, and deviations. Pearson’s correlation assessed associations; regression tested causality. Informed consent, anonymity and confidentiality was observed. The findings showed that promotion has a significant effect on firm performance. It was concluded that promotion strategy including personal selling and exhibitions should be used to improve product awareness and enhance performance. The companies may need to adopt personal selling and exhibition for more product awareness, using distribution to improve product access. Future studies may explore strategies like growth, diversification, expansion, and market penetration. Other studies may also consider new locations and incorporate other population to confirm the difference in the findings