Promotion Strategies and Performance of Selected Pharmaceutical Manufacturing Firms in Nairobi City County, Kenya
Loading...
Date
2025-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
International Academic Journal of Human Resource and Business Administration (IAJHRBA
Abstract
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
Description
Research Article
Keywords
Citation
Ngugi, S. W., Maina, S. (2025). Promotion strategies and performance of selected pharmaceutical manufacturing firms in Nairobi City County, Kenya. International Academic Journal of Human Resource and Business Administration (IAJHRBA) | ISSN 2518-2374, 5(1), 437-449.