INTERGRATED MARKETING STRATEGIES AND PERFORMANCE OF PLASTIC MANUFACTURING FIRMS IN NAIROBI COUNTY, KENYA

Nduta Githengi, Prof. Karanja Ngugi

Abstract


In Kenya, it is projected that 260 thousand tonnes of plastic packaging waste are produced year from total plastic package consumption. A total of about 15 per cent (38,000 tonnes) of this is thought to be recycled, with an estimated 18 percent of it being collected for recycling. The general objective of the study was to assess the influence of strategic marketing practices on performance of plastic manufacturing firms in Nairobi County, Kenya. Specifically, the study sought to establish the effect of social media marketing on performance of plastic manufacturing firms in Nairobi County, Kenya and to determine the effect of digital marketing on performance of plastic manufacturing firms in Nairobi County, Kenya. In this study, a descriptive research design was employed. The unit of analysis was 100 plastic manufacturing firms in Nairobi County, Kenya while the unit of observation was management employees working in these firms. To make sure that all 100 of the targeted respondents answer, the researcher employed a census technique. A census is a survey that includes every person in a certain population. Questionnaires were used by the researcher to gather primary data. The researcher self-administered the questionnaires by hand delivering them to the organization being studied and then retrieving them after a few days. A pilot study was conducted to test the validity and reliability of the research instrument. Statistical Package for Social Sciences (SPSS) was used to analyze the data. Descriptive and inferential statistics were computed and findings presented in tables and figures. The study concludes that social media marketing has a positive and significant influence on performance of plastic manufacturing firms in Nairobi County, Kenya. In addition, the study concludes that digital marketing has a positive and significant influence on growth strategy and performance of plastic manufacturing firms in Nairobi County, Kenya.. Based on the findings, the study recommends that the management of plastic manufacturing firms in Kenya should leverage localized content and engagement. By creating and sharing content that highlights local success stories, partnerships with Nairobi-based businesses, or community involvement initiatives, firms can build a stronger connection with their target audience. This approach not only enhances brand visibility but also fosters trust and loyalty among local customers.

 

Key Words: Intergrated Marketing Strategies, Social Media Marketing, Digital Marketing, Performance of Plastic Manufacturing Firms

 


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