Marketing Strategies and Competitive Advantage in Selected Commercial Banks in Nakuru County, Kenya

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dc.contributor.authorOgega, Dominic Onyando
dc.contributor.authorAnyieni, Abel
dc.date.accessioned2023-06-05T07:54:43Z
dc.date.available2023-06-05T07:54:43Z
dc.date.issued2023
dc.descriptionArticleen_US
dc.description.abstractAbstract: Kenyan commercial banks are intensely competitive, necessitating the creation of competitive tactics to maintain their survival. These commercial banks must consider both how to enter a market and how to enhance and maintain their competitive position. The purpose of this research was to see how selected banks in Nakuru County, Kenya, react strategically to banking competition. The study examined how marketing strategies affected competition in the baking industry in Nakuru, Kenya. The 31 commercial banks in Nakuru County were the study's target population, and the respondents were the operations and strategy management of those banks. Among the 31 commercial banks in Nakuru's CBD, there were 70 operational and strategic managers. In this study, the census method was employed as the sampling technique. Primary data was used in this study. Data was collected using structured questionnaires and the data was analyzed using SPSS. The study found out that there was a positive significant association between marketing strategies on competitive advantage in selected commercial banks. The researcher concluded that the institution applies market relative strategies such as market penetrant strategy, new user strategy and geographic expansion strategy. The researcher recommended that since most respondents felt that commercial banks were not doing enough in the area of promoting their products, it is of paramount importance that they become more aggressive in advertising, personal selling and sales promotion so as to tap potential consumers who up to date do have bank accounts.en_US
dc.identifier.citationOgega, D. O., & Anyieni, A. Marketing Strategies And Competitive Advantage In Selected Commercial Banks In Nakuru County, Kenya.en_US
dc.identifier.urihttps://www.ijiras.com/2023/Vol_10-Issue_3/paper_1.pdf
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/25644
dc.language.isoenen_US
dc.publisherIJIRASen_US
dc.subjectMarketingen_US
dc.subjectstrategiesen_US
dc.subjectcommercial banksen_US
dc.subjectNakuruen_US
dc.subjectKenyaen_US
dc.titleMarketing Strategies and Competitive Advantage in Selected Commercial Banks in Nakuru County, Kenyaen_US
dc.typeArticleen_US
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