Marketing Segmentation Strategies and Sales Performance of Coca Cola Company in Nairobi City County
No Thumbnail Available
Date
2024-09
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
The nexus between marketing segmentation and sales performance continues to elicit widespread scholarly interest especially within the food and beverages industry. However, existing literature provides inadequate scholarly evidence regarding the effect of marketing segmentation strategies on sales performance of Coca Cola Company operating within the context of a developing nation’s capital city, Nairobi. This study seeks to bridge the gap by evaluating the effect of marketing segmentation strategies on the sales performance of Coca Cola products in Nairobi City County, Kenya. The specific objectives of the study include to analyze the influence of demographic segmentation on the sales performance of Coca Cola products in Nairobi City County, Kenya; to determine the effect of geographic segmentation on sales performance of Coca Cola products in Nairobi City County, Kenya; to assess the effects of psychographic segmentation on the sales performance of Coca Cola products in Nairobi City County, Kenya; and to examine the effect of behavioral segmentation on the sales performance of Coca Cola products in Nairobi City County, Kenya. The theoretical underpinnings of the study include market segmentation theory, resource-based view theory, Theory of Constraints (TOC), and the Stakeholder Theory. This study will use the descriptive research design, which will involve collecting quantitative using closed-ended questionnaires from sample size of 224 participants (sales representatives, sales managers, and marketing professionals) of Coca Cola Company in Nairobi County, Kenya. A pilot study will be conducted on 10% (n = 25) of the sample size to determine the validity and reliability of the research instrument. The researcher will distribute the questionnaire to participants through the drop and pick-later method via the Coca Cola Company plant in Nairobi City. Data gathered will be coded and entered into the Statistical Package for Social Sciences to permit analysis. Descriptive and inferential will utilized to reach research conclusions. Multiple linear regression will be used to describe the data and to show associations, relationships and significance of effect of each independent variable on the dependent variable. Data will be presented by use of frequency tables and graphs. The study will adhere to the ethical requirements of research, including informed consent, confidentiality, data safety, and institutional approvals. The study findings may be applied to inform policy, sales management in Coca Cola Company, and contribute to bridging gaps in literature
Description
A Research Proposal Submitted To the School Of Business, Economics and Tourism for the Partial Fulfilment for the Award of Master of Business Administration (Marketing Option) of Kenyatta University”
Supervisor
Elishiba Murigi