Advertising and Sales Performance of Commercial Banks in Nyeri County, Kenya
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Date
2020
Authors
Nzioka, Catherine Mutindi
Waithaka, Paul
Journal Title
Journal ISSN
Volume Title
Publisher
IAJHRBA
Abstract
The sales performance of commercial
banks has sharply deteriorated in recent
years, a factor which has translated to huge
decline in revenues. Both customer
outreach and sales volume has been
affected. The study sought to determine the
effect of advertising as a promotional mix
tool on sales performance of commercial
banks in Nyeri County, Kenya. The guiding
theory was the hierarchy of effects theory.
A descriptive survey research design was
used. The target population was made up of
thirty five commercial banks with active
operations in Nyeri County, Kenya. The
target population consisted of marketing
managers, branch managers, operation
managers and credit managers of all the
sixteen banks which totals to 140
respondents. A semi-structured
questionnaire was used in data collection
and was administrated using the drop and
pick method. A census method was used.
Both descriptive and inferential analysis were applied. The multiple regression and
Pearson correlation were used to guide
conclusions. The banks had registered
impressive growth in their sales volumes
and customer outreach in the five years
from 2015 to 2019. The regression analysis
results provided evidence that advertising
as a promotional mix tool has a positive and
statistically significant effect on sales
performance. The results of Pearson
correlation analysis indicated that
advertising has a strong positive and
statistically significant relationship with
sales performance. It was concluded that
advertising as a promotional mix tool plays
a significant role in determining the sales
performance of the banks. The study
recommends furtherance of advertising
efforts and specially heightened
implementation of use of directories and
online advertisements.
Description
Article
Keywords
Advertising, Promotional Mix Tools, Sales Performance, Commercial Banks
Citation
Nzioka, C. M., Waithaka, P. (2021). Advertising and Sales Performance of Commercial Banks in Nyeri County, Kenya. International Academic Journal of Human Resource and Business Administration, 3(9), 355-368