Role of Marketing Mix Factors in the Performance of Small Scale Interior Design Firms in Umoja One Ward, Eastlands Nairobi
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Date
2014-06-30
Authors
Ochieng, Lucy Atieno
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Abstract
The purpose of the study was to investigate the role of marketing mix factors in the
performance of small scale interior design firms; a case ofUmoja one ward, Eastlands
Nairobi. The objective of the study were to determine the role of product in the
performance of the small scale interior design firms; to establish the role of
promotion in the performance of the small scale interior design firms; to find out the
role of price in the performance of the small scale interior design firms and to assess
the role of people in the performance of small scale interior design firms. The
research adopted a descriptive survey design. The study targeted approximately 100
small-scale interior design firms in Umoja one ward, Eastlands Nairobi.
Simple
random sampling technique was employed to select 30 firms out of the 100 small-
scale interior design firms in Umoja one ward. The study participants were 30 firm
owners. The instruments used for data collection included questionnaires. Data was
both qualitative and quantitative. Quantitative data was analyzed by the use of
frequency distribution tables and charts. Qualitative data was analyzed based on
content analysis. The study established that that product promotion had an effect on
performance, as those who promoted their products through referrals had more sales
than those who relied on personal contacts. Pricing strategies were found to have an
effect on performance, as those who priced their products according to the cost of
production tended to have more sales than those who did not. It was established that
averagely skilled employees learnt more over time and became more skilled, thus
brought in more sales as opposed to those who were very skilled. The study
recommends that small scale interior design firms should make more efforts to
advertise their work, as this will greatly multiply their sales; ensure that their workers
have adequate skills to enable them to produce quality products and also give them
opportunities to advance their skills through training and also should ensure that
goods are priced according to the cost of production so as to maximize sales and keep
the business running, among others
Description
Department of Business Administration, 68p. 2010, HF 5415.12 .K4O29