Influence of Personal Selling on Brand Performance of Retail Shoe Companies in Nairobi Central Business District
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2016, Vol 6, Issue 5
Abstract
Many organizations all over the world are currently engaged in branding themselves or their products in order to position themselves competitively in the market. Organizations and businesses in general embrace the concept of branding as a dominant strategy because a strong brand provides added value to both the seller and buyer, which is attributable to the concept of brand equity. The branding is usually done along the theme of the day and is informed by the perceived demands of the market and the target clients. The branding can range from a simple facelift to a complete overhaul of both operations and products. However, though through observation it is evident that many businesses at some point engage in personal selling, most do not involve the promotion of their own brands save for few firms such as retail shoes companies in Nairobi central district. However, the power of personal selling on the brand performance of even well- known brands such as retail shoes companies is lacking. Therefore, the main objective of this study was to assess the influence of personal selling on brand performance focusing on retail shoes companies in Nairobi central district. It specifically wanted; to determine how promoting brand knowledge through personal selling influences brand performance; to establish how enhance communication through personal selling influences brand performance; to examine how increased interaction time through personal selling influences brand performance; to assess how relationship building through personal selling influences brand performance. The study adopted the survey research design targeting the marketing management and sales staff of all the three retail shoes companies in Nairobi central district. The target population of this study comprised of marketing management and sales staff of all the three retail shoe companies Nairobi central district. A census collected all information about every member of the population. In this case the research collected a census of 100 percent of the sample survey.
Authors and Affiliations
Caroline Muthoni Muchina, Barrack Okello
Keywords
Related Articles
- EP ID EP190716
- DOI 10.6007/IJARBSS/v6-i5/2113
- Views 91
- Downloads 0
The Impact of Entrepreneurial Motivation on Small Business Performance in Iraq
The small business has become the backbone of industrialization not only in Iraq but globally, as the sector is regarding as a green field for investment not only to the rich but also the poor. It gives a firsthand job o...
How can Qeshm Air increase its market share in Dubai?
Qeshm Air (QA) as an Iranian airline experienced lower market share than two local carriers, Fly-Dubai and Air-Arabia. These airlines grew an interest in this market due to the large number of available passengers, espec...
Exploring Flood Disaster Preparedness Awareness Factors through Historical Flood Victims in Bangkok Metropolitan and Vicinity by Using Factor Analysis
Based on the synthesis of related literatures, this research found thirteen related dimensions that involved the development of natural disaster preparedness awareness including hazard knowledge, hazard attitude, trainin...
Firms Attributes and Audit Fees in Nigeria Quoted Firms
This study examined the firms’ characteristics and audit fees in Nigeria. The justification arose from the fact that, auditing profession has come under increased scrutiny over the years about the growing amount of fees...
Enhancing the Self-Efficacy and Assertiveness Level Among the Bullied Victim School Students By Using Cognitive Behaviour Theraphy (CBT) in Group Counselling Approach
Bullied victims indeed do feel necessity for helps in elevating their self-efficacy and assertiveness in order for them to be able to develop coping skills in confronting this phenomenal delinquency. This research was gr...